Marketing: An Introduction illustrates 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 leaves students with a richer understanding of basic marketing concepts, strategies and practices. It is an engaging and practical introduction to marketing.

The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice applying marketing concepts to real-world company scenarios. Digital Marketing, Marketing Ethics, and Marketing by the Numbers applications facilitate discussions of current issues and company situations in areas such as mobile and social marketing, social responsibility, and financial marketing analysis.

Resources for learners: 

• Sample Marketing Plan
• Careers in Marketing section 
• Coverage of the latest trends and practices
• Discussions, examples and figures 
• Marketing at Work features examine real brand marketing strategies and contemporary marketing issues from companies such as Amazon, Google, Starbucks, Apple and Walmart.
• End-of-chapter materials, including discussion questions, critical-thinking exercises, and more!

Learn more efficiently with impactful features of our eTextbooks
This product is a Pearson eTextbook. Pearson eTextbooks enable active and effective self-study on any device. They combine the in-depth learning content of our renowned authors with interactive, multimedia learning content. At the same time, various tools offer a wide range of options for consolidating your own knowledge and preparing specifically for lessons, exams and Tests. Pearson eTextbooks thus go far beyond the possibilities of traditional print books or classic eBooks.