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Marketing : an introduction / Gary Armstrong and Philip Kotler

By: Armstrong, Gary [author]Contributor(s): Kotler, Philip [co-author]Material type: Text

TextPublication details: Upper Saddle River, N.J : Pearson Education, c2011Edition: 10th EditionDescription: 644 pages : illustrations ; 24 cmISBN: 9789810697884Subject(s): MARKETINGLOC classification: HF 5415 .A76 2011

Contents:

Part 1. Defining Marketing and the Marketing Process -- Part 2. The marketplace and consumers -- Part 3. A customer-driven marketing strategy and the marketing mix -- Part 4. Further marketing.

Summary: This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value - creating it and capturing it - drives every effective marketing strategy. The tenth edition features a new learning design and integration with my marketing lab, Pearson's online homework and personalized study tool.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5415 .A76 2011 (Browse shelf (Opens below))	c.1	Available		NULIB000001780

Includes references and index.

Part 1. Defining Marketing and the Marketing Process --
Part 2. The marketplace and consumers --
Part 3. A customer-driven marketing strategy and the marketing mix --
Part 4. Further marketing.

This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value - creating it and capturing it - drives every effective marketing strategy. The tenth edition features a new learning design and integration with my marketing lab, Pearson's online homework and personalized study tool.

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