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This package includes a physical copy of Principles of Marketing, Global Edition, 15e as well as access to the eText and MyMarketingLab. For Principles of Marketing courses using a comprehensive text. Learn how to create value and gain loyal customers. Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. MyLab and Mastering from Pearson improve results for students and educators. Used by over ten million students, they effectively engage learners at every stage. MyMarketingLab is a personalised online study and assessment system, which tailors to the unique learning needs of each student. Offering unlimited opportunities for practice and providing relevant and timely feedback, it helps students master key concepts, experience more "I Get It" moments and ultimately achieve better results. "...benefit of using MyMarketingLab is reflected in exam grades that are now higher than the pre-MyMarketingLab era. " "...students who practiced with MyMarketingLab resources had much higher grades than those who did not use the resources." Joyce Harb Menassa, Department of Management and Marketing, Notre Dame University, Lebanon For students *Interactive Mini-Simulations and quizzes - Interactive Mini-Simulations and quizzes place students in a realistic marketing situation, challenging them to make decisions based on marketing concepts and see the impact of the decisions they chose. *Self-Study Tools - Multiple learning aids, such as videos, flashcards, and audio study guides can provide your students with the practice they need to master the material. * Self-Assessment - MyMarketingLab offers robust self-assessment tests to determine mastery of key content areas. Orga