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PART 1 ▶ DEFINING MART
PART 2 ▶ UNDERSTANDING THE MARKET
PART 3 ▶ DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
PART 4 ▶ EXTENDING MARKETING

For undergraduate Principles of Marketing courses.



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



With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.


The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.


MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.

Please note that the product you are purchasing does not include MyMarketingLab.



MyMarketingLab



Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.



These are the steps you need to take:

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Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

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If it has, it will be on the inside back cover of the book.

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