Marketing: An Introduction, 16th Edition

Marketing: An Introduction offers 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. The 16th 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. Additionally, a new Digital Marketing and AI feature at the end of each chapter will prepare you to use AI to make marketing decisions.Marketing: An Introduction 16th Edition is written by Gary Armstrong and published by Pearson. ISBNs for Marketing are 9780135340325, 0135340322 and the print ISBNs are 9780135340271, 0135340276. Additional ISBNs include 9780135340394, 9780135340349, 9780135340462.