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Highly recommended for incoming marketing students, Marketing: An Introduction (10th Edition) ISBN 9780136102434 by Gary Armstrong and Philip Kotler is often praised for its concise and up-to-date examples. This critically acclaimed textbook is already in its 10th edition and continues to be one of the best references in marketing. New to this edition are...
Highly recommended for incoming marketing students, Marketing: An Introduction (10th Edition) ISBN 9780136102434 by Gary Armstrong and Philip Kotler is often praised for its concise and up-to-date examples. This critically acclaimed textbook is already in its 10th edition and continues to be one of the best references in marketing. New to this edition are extended supplements for students as well as instructors. Authors Armstrong and Kotler are professors in distinguished schools; the former is from the University of North Carolina, while the latter is from Northwestern University. The award-winning duo successfully created yet another engaging reference ideal for incoming marketing majors. It discusses the marketing process, understanding the marketplace and customers, designing a customer-driven marketing strategy and marketing mix, and extending market reach. Marketing: An Introduction (10th Edition) focuses on explaining how to create customer value, how to get a profitable customer, and how to build relationships with them. It gives tips on partnering to build customer relationships, analyzing the marketing environment, managing marketing information to gain customer insights, and understanding consumer and business buyer behavior. Armstrong and Kotler also tackle the importance of advertising, public relations, and personal selling and sales promotion. More importantly, they give valuable insight on the changing global marketplace and social responsibility and ethics for sustainable marketing. Students who need more information and want to test out their progress will find an online homework resource and even a personalized study tool. They also have access to an online application that teaches them new integration and marketing designs.
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