Marketing: An Introduction (9th Edition)

Type

Book

Authors

Gary Armstrong

Philip Kotler

ISBN 10

0136021131

ISBN 13

9780136021131

Tags

Advertising, Marketing

Description

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy. - from Amzon

Number of Copies