Marketing An Introduction by Gary Armstrong & Philip Kotler 12th Global Edition.pdf

Product details
Book Title: Marketing: An Introduction
Book Author: Gary Armstrong & Philip Kotler
Hardcover: 675 Pages
Publisher: Pearson Prentice Hall; 12th Global Edition (January 17, 2014)
Language: English
ISBN-13: 978-0133451276
ISBN-10: 0133451275
Size: 61.2 MB
Version: pdf

Book Description
Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

Meet the Author
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds an undergraduate degree and a master’s degree in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson Prentice Hall), now in its 14th edition and the world’s most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.

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