This package contains Armstrong, Marketing an Introduction, Global Edition 12e and access to MyMarketingLab. Important information for students: You need both an access code and a course ID to access MyMarketingLab. Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. For undergraduate Principles of Marketing courses. 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 students how customer value-creating it and capturing it-drives every effective marketing strategy. The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies. This program will provide a better teaching and learning experience-for you and your students. * Guide Student's Learning: The text's active and integrative "Road to Learning Marketing" presentation helps students learn, link, and apply major concepts. * Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life. * Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies. * Improve Results: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. This package includes MyMarketingLab. MyMarketingLab is an online homework, tutorial, and assessment product designed to work with your Pearson text to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Students, this title is available with or without MyMarketingLab. Contact your instructor for the correct ISBNs. Instructors, contact your Pearson representative for more information. Find out more at www.pearsonmylabandmastering.com/global/mymarketinglab.