Marketing : an introduction / Gary Armstrong, Philip Kotler, Marc Oliver Opresnik.
Material type:
TextPublisher: Harlow, England : Pearson Education Limited, [2019]Copyright date: ©2020Edition: Fourteenth edition. Global editionDescription: 676 pages ; 28 cmContent type: - text
- unmediated
- volume
- 9781292294865
- 1292294868
- 658.8 ARM 23
Contents:
Summary: "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." -- Provided by publisher.
Part 1: Defining marketing and the marketing process -- Part 2: Understanding the marketplace and consumer value -- Part 3: Designing a customer value-driven strategy and mix -- Part 4: Extending marketing.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item reserves | |
|---|---|---|---|---|---|---|---|---|---|
Book
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Mokoia | Non-Fiction | 658.8 ARM (Browse shelf(Opens below)) | 1 | Available | 2048108 | |||
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Seven Day Loan
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Windermere | Non-Fiction | 658.8 ARM (Browse shelf(Opens below)) | 1 | Available | 2048109 |
Total reserves: 0
Includes bibliographical references and index.
"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." -- Provided by publisher.