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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, NJ : Prentice Hall, c2000.Edition: 5th edDescription: 1 v. (various pagings) : col. ill. 26 cmISBN:
  • 9780130127716
  • 013012771X
Subject(s): Summary: This best selling, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. Coverage of the latest trends, topics, and company profiles - Electronic commerce, data mining, data warehousing, brand strategies and profiles, mass customization, web-based marketing research
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.8 ARM (Browse shelf(Opens below)) Available G106015
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.8 ARM (Browse shelf(Opens below)) Available J124888

Kotler's name appears first on the earlier ed.

Includes bibliographical references and indexes.

This best selling, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. Coverage of the latest trends, topics, and company profiles - Electronic commerce, data mining, data warehousing, brand strategies and profiles, mass customization, web-based marketing research

Previous ed.: 1996

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