Marketing: An Introduction, Global Edition

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Marketing: An Introduction, Global Edition

Course Codes : 105MKT
ISBN : 9781292016788
Publisher : P&C Business
Author(s) :
Publication Date :
Edition : 12

For undergraduate Principles of Marketing courses.


This best-selling, brief text introduces marketing through the lens of creating value for customers.


With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.

Please note that the product you are purchasing does not include MyMarketingLab.




Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning?  You need both an access card and a course ID to access MyMarketingLab.


These are the steps you need to take:

1.  Make sure that your lecturer is already using the system

Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

2.  Check whether an access card has been included with the book at a reduced cost

If it has, it will be on the inside back cover of the book.

3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292066134)

4.  If your lecturer is using the MyLab and you would like to purchase the product...

Go to to buy access to this interactive study programme.



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