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Marketing : an introduction

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MARC

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701947

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20221219160258.0

008		221219s2023 njua b 001 0 eng d
015		\|aGBC214057\|2bnb
016	7	\|a020472010\|2Uk
020		\|a9781292433103 (pbk.) :\|cNT$1500
020		\|a1292433108 (pbk.)
020		\|z9781292433141 (ebook)
040		\|aStDuBDS\|beng\|cStDuBDS\|dTWNTU
082	04	\|a658.8\|223
095		\|aNLB\|bA9 \|cE053737\|d658.8\|eA735\|pBOOK\|tDDC\|y2023
100	1	\|aArmstrong, Gary\|q(Gary M.)
245	10	\|aMarketing :\|ban introduction /\|cGary Armstrong, Philip Kotler with Marc Oliver Opresnik.
250		\|a15th ed., Global ed.
260		\|aUpper Saddle River :\|bPearson,\|cc2023.
300		\|a701 p. :\|bcol. ill. ;\|c28 cm.
500		\|aPrevious ed.: 2020.
504		\|aIncludes bibliographical references and indexes.
650	0	\|aMarketing.
700	1	\|aKotler, Philip.
700	1	\|aOpresnik, Marc Oliver.
700	1	\|aArmstrong, Gary\|q(Gary M.).\|tMarketing.\|sFourteenth edition.
941		\|o80380\|l701947

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Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

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作者：Gary Armstrong現職：University of North Carolina作者：Philip Kotler現職：NorthWestern University作者：Marc Oliver Opresnik現職：St. Gallen Management Institute

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