Marketing : An Introduction

Armstrong, Gary and Kotler, Philip and Harker, Michael and Brennan, Ross (2019) Marketing : An Introduction. Pearson Prentice-Hall, London, London. ISBN 9781292200309

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Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.