Marketing: An Introduction

Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan

Research output: Book/ReportBook


Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.
Original languageEnglish
Place of PublicationLondon
Number of pages640
Publication statusPublished - Jul 2012


  • marketing
  • customer behaviour


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