Marketing: An Introduction

Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan

Research output: Book/ReportBook

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 languageEnglish
Place of PublicationLondon
Number of pages652
Edition4
Publication statusPublished - 11 Apr 2019

Keywords

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

Cite this

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: An Introduction. (4 ed.).