Marketing: An Introduction, Global Edition

Gary Armstrong, Philip Kotler, Marc Opresnik

• Editorial: Pearson
• Año: 2019
• ISBN:
  9781292294919
• Edición: 14
• Categoría: Negocios y empresa
• Categoría: Ventas

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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