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ISBN-10 0132744147ISBN-13 9780132744140
ISBN-10 0132744031ISBN-13 9780132744034
Author(s): Gary Armstrong; Philip Kotler
Publisher: Prentice Hall
Copyright year: © 2013 Pages: 672

For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.