Marketing: An Introduction

Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan

Research output: Book/ReportBook

Abstract

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
Edition2nd
Publication statusPublished - Jul 2012

Keywords

  • marketing
  • customer behaviour

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  • Cite this

    Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2012). Marketing: An Introduction. (2nd ed.) London.