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Marketing: An Introduction

AUTHOR: Gary Armstrong
ISBN: 0131424106
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Editorial Review

Marketing: An Introduction
- Book Review, by Gary Armstrong

Book Description
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

Book Info
Designed to help students master the basic concepts and practices of modern marketing in an easy to understand, practical way. Softcover. DLC: Marketing.

The publisher, Prentice Hall Business Publishing
This new edition of a Kotler classic has been completely updated to reflect the state-of-the-art in marketing theory and practices, to explore major new marketing trends and themes, and to provide dynamic new examples of marketing in action.

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Book Review

Marketing: An Introduction
- Book Reviews, by Gary Armstrong

Marketing: An Introduction

FROM THE PUBLISHER

This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars—(1) theory and concepts; (2) practices and applications; and (3) effective learning tools.A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing.For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing—in sales forces, retailing, advertising, research, or any other areas.

SYNOPSIS

The sixth edition of this text/CD-ROM package reflects the latest thinking in areas such as relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. Sections cover the marketing process, the marketing environment, developing marketing strategy, and marketing and society. The CD-ROM contains videos about a fictional Internet company, plus interactive exercises that challenge students to help the company develop new marketing strategies. Armstrong is affiliated with the Kenan-Flagler Business School at the University of North Carolina-Chapel Hill; Kotler is with the Kellogg Graduate School of Management, Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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