For undergraduate courses on the Principles of Marketing.

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.

This title is also available with MyMarketingLab―an online homework, tutorial, 
and assessment program designed to work with this text to engage students and improve results. 
Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study 
plan that helps them better absorb course material and understand difficult concepts.