Marketing: An Introduction shows you how creating and capturing customer value drives
effective marketing strategies. The text reflects major trends and shifting forces that impact
marketing in this digital age of customer value engagement and relationships. This in turn
gives you a richer understanding of basic marketing concepts strategies and practices.
The 15th Edition features updated and deeply developed chapter-opening vignettes Marketing
at Work highlights company cases and end-of-chapter exercises. With these you'll get ample
practice applying marketing concepts to real-world company scenarios.
