Marketing: An Introduction

Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan

Research output: Book/ReportBook


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 languageEnglish
Place of PublicationLondon
Number of pages652
Publication statusPublished - 11 Apr 2019


  • marketing concepts
  • value for customers
  • brand creation
  • brand management


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