Marketing: An Introduction (11th Edition)

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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 readers how customer value—creating it and capturing it—drives every effective marketing strategy.

Nanci Arvizu, Writing and Reviews Editor

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Write, Publish, Promote. Words I am learning to live by. Want this to be your motto too? Join me and together we’ll navigate the path to publishing success.

3 Comments

  1. lots of info, but not an easy read This book says it is an introduction to marketing but it seems very comprehensive. I am more than halfway through the book and have found this book difficult to read. The author goes to great lengths to describe in very non-specific terms concepts that are not that complex and seems overly wordy IMHO. Also this is a large softcover book, therefore it is very floppy and does not lay easily on your lap or holding it in your hands. If you don’t have a desk or table to set this on, you will…

  2. It’s a Kindle Print Replica–and That’s the Whole Problem The content of the book is great. If I bought a dead trees version it would be five stars. Unfortunately, it’s not just a Kindle, it’s a Kindle Print Replica. You can’t read it on iOS or Cloud Reader, and it crashes Kindle Reader for PC and Mac. I spent 6 hours with a Kindle Specialist trying to fix the issue, but finally she gave up. You probably won’t read about issues with the Kindle Print Replicas on Amazon Help Forums, but there is plenty of information available elsewhere. Too bad Amazon…

  3. Really interesting read I have to say, I’m pretty surprised by the 3 star reviews here. This is one of the best textbooks I’ve ever had to deal with. The book does not seem too fact-heavy at all; it moves through the chapters at an almost conversational pace. It is very well written and pretty entertaining in my opinion. I would open this book to do the assigned reading and find myself reading a segment completely unrelated to the assignment because I was genuinely interested in what it was saying. 

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