Marketing: An Introduction - Softcover

Armstrong, Gary; Kotler, Philip

Softcover

ISBN 10: 0136021131 ISBN 13: 9780136021131

Publisher: Pearson College Div, 2008

Synopsis

 This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.

The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing.

For marketing professionals who believe customer valueis the driving force

behind every marketing strategy.

About this title

From the Publisher:

This new edition of a Kotler classic has been completely updated to reflect the state-of-the-art in marketing theory and practices, to explore major new marketing trends and themes, and to provide dynamic new examples of marketing in action.

From the Back Cover:

This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars—(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing—in sales forces, retailing, advertising, research, or any other areas.

About this edition

• Publisher: Pearson College Div
• Publication date: 2008
• ISBN 10: 0136021131
• ISBN 13: 9780136021131
• Binding: Paperback
• Number of pages: 502