Armstrong, Gary <br/><br/>
Marketing :  an introduction / 
Gary Armstrong, Philip Kotler with Marc Oliver Opresnik. 
 - Fourteenth edition, Global edition. 
 - 676 pages :  illustrations (colour) ;  28 cm 
<br/><br/> Previous edition: 2016.  Formerly CIP. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> For undergraduate principles of marketing courses.<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781292294865  RM71.20 1292294868 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>019453119  Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8