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Marketing : an introduction

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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.

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Detail Information

Series Title

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Call Number

658.8 KOT m

Publisher

Upper Saddle River, N.J. : Pearson Education., 2020

Collation

676 pages : illustrations ; 28 cm

Language

English

ISBN/ISSN

9781292294865

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

14th ed

Subject(s)

Marketing
Business and Management.

Specific Detail Info

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Statement of Responsibility

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