Marketing: An Introduction, 14th Edition

For undergraduate principles of marketing courses.

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.Marketing: An Introduction 14th Edition is written by Gary Armstrong; Philip Kotler and published by Pearson. ISBNs for Marketing: An Introduction are 9780135193365, 0135193362 and the print ISBNs are 9780135192122, 0135192129. Additional ISBNs include 9780135204436, 9780135635414, 9780135635391, 9780135193389.