by Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan · Tapa blanda · ISBN 9781292017518
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«Marketing: An Introduction» is an introductory marketing textbook by Gary Armstrong, Philip Kotler, Michael Harker and Ross Brennan, in paperback.
Introduction to marketing that places the customer at the heart of commercial strategy. It explains the fundamentals: market research, consumer behaviour, segmentation, positioning, product development, pricing, distribution and promotion, along with digital marketing and relationship marketing.
The third edition was published by Pearson Education in 2015; it consists of 619 pages in English.
Aimed at business and economics students, and at professionals who want to review the basics of marketing.
