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.
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