Marketing: An Introduction -- Global Edition

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