TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
AU  - Opresnik,Marc O.
TI  - Marketing: an introduction 
SN  - 9781292294865
U1  - 658.8 23
PY  - 2020///]
CY  - Harlow, England
PB  - Pearson
KW  - Marketing
N1  - Previous edition: 2016; Formerly CIP; Includes bibliographical references and index
N2  - 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
ER  -