Marketing: An Introduction (12th Edition) offers an engaging exploration into the fundamentals of marketing, suitable for undergraduate Principles of Marketing courses and those seeking to understand core marketing concepts. This best-selling text emphasizes customer value creation and capture as the driving forces behind successful marketing strategies. Through real-world examples and detailed information, it introduces students to essential marketing principles and practices. The 12th Edition includes updated coverage on contemporary trends such as online, social media, mobile, and digital technologies. MyMarketingLab, an integral component of this edition, provides a comprehensive learning platform with homework, tutorials, and assessments to enhance student engagement and performance.