Monday 21 July 2014

Introduction of marketing

Armstrong, Gary and Kotler, Philip and Harker, Michael and Brennan, Ross (2012) Marketing : An Introduction. Pearson Prentice-Hall

Abstract

Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.
Item type: Book
ID code: 34452
Keywords: marketing , customer behaviour, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Pure Administrator
Date Deposited: 15 Nov 2011 11:35
Last modified: 22 May 2013 11:49

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