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Marketing: An Introduction, 2/E

Author: Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan,
Publication date: July 06 2012
Publisher: Pearson Education
ISBN: 9780273762607
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Product Description

Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.

The second European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
From the Back Cover

Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.

The second European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.

PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING:

· You will be guided through the core ideas, processes and issues that underpin marketing today and translate them into a working understanding of marketing practice.

· You will be presented with a wide variety of current examples and case studies from all over Europe that demonstrate commercial marketing as it is happening today.

· You will be provided with the most up-to-date coverage of current issues in Marketing, such as sustainability, marketing in turbulent times and changes in marketing metrics due to Google analytics.
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