Gary Armstrong, Philip Kotler
For use in marketing fundamentals classes taught to undergraduate students.
An introduction to the field of marketing that takes a method that is tried and tested as well as one that is both practical and interesting.
Students learn in Marketing: An Introduction that every successful marketing strategy is driven by the customer value that may be created and captured from the customer. The text provides readers with everything they need to know about marketing in an efficient and interesting total learning package by utilizing an organization and learning design that includes real-world examples and information that help bring marketing to life. This makes the text both effective and engaging.
The Thirteenth Edition covers the most recent trends in marketing, including expanded material on online, social media, mobile, and other digital technologies. As a result, students will have a deeper comprehension of fundamental marketing principles, strategies, and practices after reading this edition.