| Title: | Marketing : An introduction, Global Edition |
| Authors: | Gary ARMSTRONG, Author ; Philip KOTLER, Author ; Marc Olivier OPRESNIK |
| Material Type: | Electronic document |
| Edition statement: | 15ème éd. |
| Publisher: | Harlow : Pearson, 2022 |
| ISBN (or other code): | 978-1-292-43310-3 |
| Size: | 680 p. / Vital source |
| Languages: | English |
| Class number: | 730 (Marketing) |
| Descriptors: |
Thésaurus du Management CONSUMER ; HANDBOOK ; MARKETING MANAGEMENT |
| Abstract: | The 15th Edition reflectsthe major trends and shifting forces that impact marketing in this digital ageof customer value, engagement and relationships. This in turn leaves studentswith a richer understanding of basic marketing concepts, strategies andpractices. Through updated chapter-opening vignettes, Marketing at Workhighlights, company cases and end-of-chapter exercises, students get amplepractice applying marketing concepts to real-world company scenarios. (source : éditeur). |
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