An Introduction to the World of Marketing Using a Proven, Practical and Engaging Approach, Marketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.
The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies and practices.

• Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.
• End-of-chapter features summarize important chapter concepts and highlight important themes, such as marketing ethics; financial marketing analysis and online, mobile and social media marketing, facilitating student understanding and ease of learning.