An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach, Marketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.

1. Marketing Creating Customer Value and Engagement; 2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships; 3. Analyzing the Marketing Environment; 4. Managing Marketing Information to Gain Customer Insights; 5. Understanding Consumer and Business Buyer Behavior; 6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers; 7. Product, Services, and Brands Building Customer Value; 8. Developing New Products and Managing the Product Life Cycle; 9. Pricing Understanding and Capturing Customer Value; 10. Marketing Channels Delivering Customer Value; 11. Retailing and Wholesaling; 12. Engaging Customers and Communicating Customer Value Advertising and Public Relations; 13. Personal Selling and Sales Promotion; 14. Direct, Online, Social Media, and Mobile Marketing; 15. The Global Marketplace; 16. Sustainable Marketing Social Responsibility and Ethics