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ISBN-13 9780133451405ISBN-10 0133451402
ISBN-10 0133451275ISBN-13 9780133451276
Author(s): Gary Armstrong; Philip Kotler
Publisher: Prentice Hall
Copyright year: © 2015 Pages: 672

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

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.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.

This program will provide a better teaching and learning experience—for you and your students. Here’s how:

  • Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.

  • Guide Student’s Learning: A wealth of chapter-opening, within-chapter, and end-of-chapter learning devices helps students to learn, link, and apply major concepts.

  • Encourage Students to Apply Concepts: Cases found in Appendix 1 help students apply what they learn to actual company situations.

  • New Technology Coverage: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies on consumers and marketers.

  • Note: If you are purchasing the standalone text or electronic version, MyMarketingLab does not come automatically packaged with the text. To purchase MyMarketingLab, please visit: or you can purchase a package of the physical text + MyMarketingLab by searching the Pearson Higher Education web site.  MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.