Marketing : An Introduction

Armstrong, Gary and Kotler, Philip and Harker, Michael and Brennan, Ross (2012) Marketing : An Introduction. Pearson Prentice-Hall, London, London. ISBN 9780273762607

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.

ORCID iDs

Harker, Michael ORCID: https://orcid.org/0000-0002-5707-3775

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• Item metadata

  Item type:	Book
  ID code:	34452
  Dates:	Date Event July 2012 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	15 Nov 2011 11:35
  Last modified:	11 Nov 2024 15:41
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/34452