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Marketing : an introduction. / Gary Armstrong, Philip Kotler, Marc O Opresnik
Upper Saddle River : Pearson, 2020
676 pages. : illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
"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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