For undergraduate Principles of Marketing courses. 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. This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value--creating it and capturing it--drives every effective marketing strategy. The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.