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Marketing: An Introduction, Global Edition - pr_303467

Marketing: An Introduction, Global Edition

By Gary Armstrong, Philip Kotler, Marc Opresnik



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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.

Product code: 9781292294865

ISBN 9781292294865
Dimensions (HxWxD in mm) H275xW220xS20
No. Of Pages 680
Publisher Pearson Education Limited
Edition 14th edition