Marketing: An Introduction, Global Edition provides a practical and engaging introduction to modern marketing, showing how organisations create and capture customer value in today's digital-first environment. The text follows a clear, step-by-step framework for building customer relationships, helping students connect core concepts to real-world business strategy.
The 16th Edition incorporates the latest developments in digital marketing, including AI, social media engagement, data-driven decision-making and omnichannel strategy. Updated case studies, brand examples and end-of-chapter exercises support application of key principles, making it ideal for both teaching and learning foundational marketing concepts
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behavior
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
