| Title: | Marketing : An introduction, Global Edition |
| Authors: | Gary ARMSTRONG, Author ; Philip KOTLER, Author ; Marc Olivier OPRESNIK |
| Material Type: | electronic document |
| Edition statement: | 14ème éd. |
| Publisher: | Harlow : Pearson, 2019 |
| ISBN (or other code): | 978-1-292-29486-5 |
| Size: | 680 p. / VitalSource |
| Languages: | English |
| Class number: | 730 (Marketing) |
| Descriptors: |
Thésaurus du Management CONSUMER ; HANDBOOK ; MARKETING MANAGEMENT |
| Abstract: | An introduction to marketing using a practical and engaging approach, that 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 (source : éditeur). |
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