For principles of marketing courses.

For principles of marketing courses.

A practical introduction to marketing in the digital age. Marketing: An Introductionshows 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 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.