Title:
Marketing : an introduction
Author:
Armstrong, Gary (Gary M.), author.
ISBN:
9781292016788
Personal Author:
Edition:
Twelfth edition, Global edition.
Physical Description:
672 pages : color illustrations ; 28 cm
General Note:
Authorized adaptation from the United States 12th edition, ISBN 9780133451276, ©2015, for use outside the United States and Canada.
Abstract:
For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. 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. The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies. MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress.
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