Marketing: An Introductionoffers 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.
The16th Editionprovides 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.
