Marketing : An Introduction

Today's leading marketing text on creating and capturing customer value.

Marketing: An Introduction, 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework. Students will see how customer value - creating it and capturing it - drives every good marketing strategy.

The ninth Australian edition reflects the major global and local trends and shifting forces that have an impact on marketing in this digital age of customer value, engagement and relationships, striking a careful balance between depth of coverage and ease of learning to enhance student understanding. With engaging learning aids and an emphasis on real marketing, learners will see modern marketing brought to life and gain a richer understanding of basic marketing concepts, strategies and practices.