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Marketing: 2027 Release
Hardcover
ISBN13: 9781266373442
Publisher: McGraw-Hill Companies
Published: Feb 2 2027
Pages: 768
Language: English
Marketing was designed to show today's social and digital students how marketing adds value, and how firms maintain and rely on that value to establish lasting relationships with customers. The authors explore both the fundamentals and the newer influences shaping the field: digital, social, and mobile marketing, marketing analytics, and the psychological influences on consumer behavior. It is written in an engaging, highly visual format with up-to-date examples throughout, structured around the value chain from assessing and understanding the marketplace through value creation, capture, delivery, and communication.
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