Marketing : an introduction / Gary Armstrong, Philip Kotler with Marc Oliver Opresnik.

By:

Armstrong, Gary (Gary M.) [author.]

Contributor(s):

text
still image

Media type:

unmediated

Carrier type:

volume

ISBN:

9781292294865
1292294868

Subject(s):

Marketing

DDC classification:

658.8 23

Summary: 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.

List(s) this item appears in: Newest Publication | Foundation in Arts

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Shelving location	Call number	Status	Notes	Date due	Barcode	Course reserves
ACADEMIC	FRANCIS LIGHT LIBRARY	SHELVES 4	658.8 ARM (Browse shelf(Opens below))	Available	FA1224 (INTRODUCTION TO MARKETING)		00001016	Foundation in Arts Certificate in Business Studies

Previous edition: 2016.

Formerly CIP. Uk

Includes bibliographical references and index.

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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