NOTE:
Before purchasing, check with your instructor to ensure you
select the correct ISBN.
Several versions of the MyLab™and Mastering™ platforms exist for each title, and registrations are not transferable. To register for and use MyLab or Mastering, you may also need a
Course ID,
which your instructor will provide.
Used books, rentals, and purchases made outside of Pearson
If purchasing or renting from companies other than Pearson, the access codes for the MyLab platform may not be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase.
For undergraduate principles of marketing courses.
This ISBN is for the MyLab combo card, which includes the MyLab access card, Pearson eText, and loose-leaf print edition (delivered by mail).
An introduction to marketing using a practical and engaging approach
Marketing: An Introduction
shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. 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. 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.
Personalize learning with MyLab Marketing
By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.