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Preface
About the Authors
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS
1 Marketing: Creating Customer Value and Engagement
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Appendix 3 Marketing by the
Appendix 4 Careers in Marketing
Glossary
References
Index
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shows students how creating and capturing customer value driveseffective marketing strategies.
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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