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For undergraduate principles of marketing courses.

This ISBN is for the MyLab access card. Pearson eText is included.

An introduction to marketing using a practical and engaging approach

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

Personalize learning with MyLab Marketing

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.