Marketing: An Introduction

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9780132527101: Marketing: An Introduction

For courses in Principles of Marketing. This accessible, streamlined introduction to marketing by two of today's best selling marketing authors helps students 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) pedagogy-cultivating an efficient, effective teaching and learning environment.

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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:

Key Benefit: Delivering superior customer value, satisfaction, and quality, this edition reflects today's emphasis on market-centered strategies and taking care of the customer. Key Topics: It explores major new marketing trends and themes, and provides dynamic new examples of marketing in action. Now only 17 chapters, the book can be more easily covered in a shorter length time.

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Kotler, Philip; Armstrong, Gary
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