Marketing: An Introduction. Gary Armstrong, Philip Kotler
By Gary Armstrong.
Description
For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value creating it and capturing it drives every effective marketing strategy. - from Amzon
ISBN(s)
0273767186, 9780273767183