Marketing: An Introduction Global Edition

Marketing: An Introduction shows how marketing really works in a digital, AI-shaped world. You'll see how businesses create value for customers and capture value in return, using a clear, step-by-step model of customer engagement that you can apply from your first week of study. Real brands, real decisions and real data sit at the centre of every chapter. The 16th Edition brings the field up to date with AI, social media engagement, big data and omnichannel strategy, so the concepts you learn reflect the market you're about to enter. Marketing is where strategy meets human behaviour, and the skills you build here travel with you. You'll learn to read a market, understand what drives buying decisions, price with confidence, build a brand and measure whether any of it worked. New brand stories, cases and in-text examples from companies including Amazon, LinkedIn and Patagonia show how those decisions play out under pressure. A Digital Marketing and AI feature closes every chapter, asking you to evaluate a digital marketing situation and recommend solutions — practice in using AI as a decision-making tool, which is fast becoming a baseline expectation in marketing roles.