Marketing: An Introduction (12th Edition)

Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.

 

This best-selling, brief text introduces marketing through the lens of creating value for customers.

 

With engaging real-world examples and information, Marketing: An Introduction shows students how customer value€“creating it and capturing it€“drives every effective marketing strategy.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams€“resulting in better performance in the course€“and provides educators a dynamic set of tools for gauging individual and class progress.

This program will provide a better teaching and learning experience€“for you and your students.

• Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.

• Guide Student€s Learning: The text€s active and integrative €œRoad to Learning Marketing€ presentation helps students learn, link, and apply major concepts.

• Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
• Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.