Marketing: An Introduction, eBook, Global Edition
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.
The full text downloaded to your computer
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- search for key concepts, words and phrases
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- share your notes with friends
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The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.