Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of...

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For courses in Business Statistics.

A classic text for accuracy and statistical precisionStatistics for Business and Economics enables students to conduct serious analysis of applied problems rather than running simple "canned" applications. This text is also at a mathematically higher le...

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Understand financial accounting principles and techniques, and develop the skills to make informed business decisions. "My many students and I have used this book for years now and would highly recommend it to anyone looking for a very accessible introduction to financial reporting." Dr. Andrew McFaull, Deputy Programme Director of BSc Accounting and Finance, King's College London "When used in conjunction with the MyLabs Accounting package this is an excellent resource to build a non-technic...

For undergraduate courses inservices marketing Learn how to create value throughcustomer connections and engagement As economies across the world continue to transition toward services,skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of todayGÇÖs world,incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designed to provide a crisp introduction to keytopics in t...