Marketing: An Introduction

Marketing: An Introduction offers a practical view of marketing in the digital age. It shows how effective marketing creates and captures customer value, while providing a step-by-step model for customer engagement. By exploring trends shaping modern marketing, the authors deliver the context needed to drive home basic marketing concepts, strategies and practices. The 16th Edition provides up-to-date coverage of digital developments, from AI and social media engagement to “big data” and omnichannel strategy. New brand stories, cases, in-text examples and end-of-chapter exercises illustrate contemporary brand strategies and marketing issues. Additionally, a new Digital Marketing and AI feature at the end of each chapter will prepare you to use AI to make marketing decisions.