Marketing: An Introduction

Gary Armstrong; Philip Kotler; Michael Harker; Ross Brennan

Marketing: An Introduction

Gary Armstrong
, Philip Kotler
, Michael Harker
, Ross Brennan

Marketing

Research output: Book/Report › Book

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 language	English
Place of Publication	London
Number of pages	640
Edition	2nd
Publication status	Published - Jul 2012

Keywords

marketing
customer behaviour

Cite this

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Marketing: An Introduction

Abstract

Keywords

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