Marketing: An Introduction, Global Edition

Gary Armstrong,Philip Kotler,Marc Opresnik

Marketing: An Introduction, Global Edition
Format
Paperback
Publisher
Pearson Education Limited
Country
United Kingdom
Published
26 July 2019
Pages
680
ISBN
9781292294865

Marketing: An Introduction, Global Edition

Gary Armstrong,Philip Kotler,Marc Opresnik

For undergraduate principles of marketing courses.

Marketing: An Introduction shows students how customer value – creating it and capturing it – drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

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