Marketing

Synopsis

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information,Marketing: An Introductionshows readers how customer value–creating it and capturing it–drives every effective marketing strategy.

The tenth edition features a new learning design and integration withmymarketinglab, Pearson's online homework and personalized study tool.