For undergraduate Principles of Marketing courses. 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 eleventh edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.
Publisher: Pearson Education (US)
Weight: 1170 g
Dimensions: 276 x 216 x 23 mm
Edition: 11th edition
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