These options give students affordable access to learning materials, so they come to class ready to succeed. This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText. 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. 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. Marketing: An Introduction shows students how customer value - creating it and capturing it - drives effective marketing strategies. This ISBN is for the bound textbook, which students can rent through their bookstore.Īn introduction to marketing using a practical and engaging approach įor undergraduate principles of marketing courses. Principles of Marketing - Two-Year and Four-Year >.Career Readiness & Employability Skills.Pearson author roundtable on digital learning.MyLab IT: preparing students for certification.
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