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Gary Armstrong, Marc Opresnik, Philip Kotler

Marketing: An Introduction, Global Edition

Auflage 14

For undergraduate principles of marketing courses.

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.

  • eBook (PDF)
    54,56 €
  • eBook (PDF)
    59,91 €
  • Buch
    79,17 €

Produktdetails

Verlagsnummer: 9781292294865
ISBN: 978-1-292-29486-5
Produkttyp: Buch
Verlag: Pearson
Erscheinungsdatum: 19.07.2019
Seiten: 680
Nachfolgetitel: 9781292433103
Vorgängertitel: 9781292146508
Auflage: 14
Sprache: Englisch

Artikelbeschreibung

For undergraduate principles of marketing courses.

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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