Marketing: An Introduction, Global Edition

"Marketing: An Introduction, Global Edition" provides a comprehensive introduction to the fundamentals of marketing and demonstrates how the creation and capture of customer value drive effective marketing strategies. The book reflects significant trends and changes shaping marketing in the digital era and promotes a deeper understanding of fundamental marketing concepts, strategies, and practices. The 15th edition includes updated and thoroughly developed chapter introductions that engage readers with the subject matter, as well as practical case studies and exercises at the end of each chapter that allow for the application of marketing concepts to real business scenarios. These elements make the book a valuable tool for students and professionals in the field of marketing.