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Marketing: An Introduction, 14th Edition – Global Edition

$64.99

  • By: Armstrong, Gary; Kotler, Philip; et al
  • 14th Edition | 2019 | Paperback
  • ISBN is 9781292294865 / 1292294868
  • Publisher: Pearson

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For undergraduate principles of marketing courses.This ISBN is for the bound textbook, which students can rent through their bookstore. An introduction to marketing using a practical and engaging approachMarketing: An Introduction 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.

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