La Trobe

Marketing: An Introduction

book
posted on 2025-04-29, 04:40 authored by Gary Armstrong, Philip Kotler, Michael VolkovMichael Volkov, Swee Hoon Ang, Karen V Fernandez, Sven Tuzovic

Marketing: An Introduction, 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework. Students will see how customer value - creating it and capturing it - drives every good marketing strategy.

The ninth Australian edition reflects the major global and local trends and shifting forces that have an impact on marketing in this digital age of customer value, engagement and relationships, striking a careful balance between depth of coverage and ease of learning to enhance student understanding. With engaging learning aids and an emphasis on real marketing, learners will see modern marketing brought to life and gain a richer understanding of basic marketing concepts, strategies and practices.

https://www.pearson.com/en-nz/subject-catalog/p/marketing-an-introduction/P200000009758/9780655708629?srsltid=AfmBOoojPOUKhMSrktsftTH2J9xAv4C1TI1vw0cMszEw7lgBHUI0Wks-

History

Publication Date

2024-11-08

Publisher

Pearson

Place of publication

Victoria, Australia

Edition

9th

Pagination

572p.

ISBN-13

9780655708629

Rights Statement

© Pearson Education Limited 2024

Usage metrics

    Books

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC