MARKETING : AN INTRODUCTION 14E GE - GARY AMSTRONG / PHILIP KOTLER 9781292294865
TITLE : MARKETING : AN INTRODUCTION - GARY AMSTRONG / PHILIP KOTLER
ISBN13 : 9781292294865
PUBLISHER : PEARSON (2019)
EDITION : 14E GLOBAL EDITION PAPERBACK
PAGES : 680 PAGES
An introduction to marketing using a practical and engaging approach
Marketing: 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.