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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Boston, [Mass.] ; London : Pearson, c2011.Edition: 10th ed., Global edDescription: 644 p. : col. ill., col. ports. 28 cm. + 1 Internet access cardISBN:
  • 9780135094860
  • 9780135094860
Subject(s):
Partial contents:
Part 1: Defining marketing and the marketing process -- Part 2: Understanding the marketplace and consumers -- Part 3: Designing a customer-driven strategy and mix -- Part 4: Extending marketing
Summary: Building upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.
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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 G113905
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.8 ARM (Browse shelf(Opens below)) Available G113904

Includes bibliographical references and index.

Part 1: Defining marketing and the marketing process -- Part 2: Understanding the marketplace and consumers -- Part 3: Designing a customer-driven strategy and mix -- Part 4: Extending marketing

Building upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.

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