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

Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.

Original language	English
Place of Publication	London
Number of pages	652
Edition	4
Publication status	Published - 11 Apr 2019

Keywords

marketing concepts
value for customers
brand creation
brand management

Cite this

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title = "Marketing: An Introduction",

abstract = "Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.",

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author = "Gary Armstrong and Philip Kotler and Michael Harker and Ross Brennan",

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AU - Kotler, Philip

AU - Harker, Michael

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KW - value for customers

KW - brand creation

KW - brand management

UR - https://www.pearson.com/uk/educators/higher-education-educators/program/Brennan-Marketing-An-Introduction-4th-Edition/PGM2061472.html

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Marketing: An Introduction

Abstract

Keywords

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