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Marketing: An Introduction, 14th Edition

RM 77.00
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Gary Armstrong / Philip Kotler / Prof. Dr. Marc Oliver Opresnik

For undergraduate principles of marketing courses.

An introduction to marketing using a practical and engaging approach

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

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