Marketing: An Introduction (6th Edition)

Type

Book

Authors

Gary Armstrong

Philip Kotler

ISBN 10

0130351334

ISBN 13

9780130351333

Tags

Advertising, Marketing

Description

This accessible overview helps learners 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) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing—in sales forces, retailing, advertising, research, or any other areas. - from Amzon

Number of Copies