Marketing: An introduction

Marketing: An introduction

Description

The 15th Edition reflectsthe major trends and shifting forces that impact marketing in this digital ageof customer value, engagement and relationships. This in turn leaves studentswith a richer understanding of basic marketing concepts, strategies andpractices. Through updated chapter-opening vignettes, Marketing at Workhighlights, company cases and end-of-chapter exercises, students get amplepractice applying marketing concepts to real-world company scenarios.

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