This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators.

In this new edition, the authors reflect how marketing operates in an evolving environment where digital technologies and Artificial Intelligence (AI) increasingly shape how customers search, evaluate, and make decisions.

The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape. It provides a clear and structured introduction to the key concepts and frameworks that form the foundation of marketing, while offering guidance to drive value creation and achieve success.