Marketing: An Introduction [RENTAL EDITION]

<p><em>For undergraduate principles of marketing courses.<br></em><em>This ISBN is for the bound textbook, which students can rent through their bookstore.</em></p> <p><strong>An introduction to marketing using a practical and engaging approach<br></strong><strong><em>Marketing: An Introduction</em></strong> shows students how customer value ― creating it and capturing it ― drives effective marketing strategies. The <strong>14th Edition</strong> 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.</p> <p><strong>This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. </strong></p>