Marketing : an introduction

dc.contributor.author	Armstrong, Gary
dc.contributor.author	Kotler, Philip
dc.contributor.author	Opresnik, Marc Oliver
dc.date.issued	2020
dc.identifier.isbn	978-1-292-29491-9
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/12601
dc.description.abstract	This book shows students how customer value - creating it and capturing it - drives effective marketing strategies. The 14th edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.
dc.format	676 p. : ill.
dc.language.iso	en
dc.publisher	Pearson
dc.subject	Marketing
dc.title	Marketing : an introduction
dc.type	Book
dc.description.version	14th edition (global edition)