This multipack consists of Armstrong & Kotler: Marketing: An Introduction (ISBN 0131273124) and access to the Armstrong & Kotler OneKey Online Resources (ISBN 0131484338) For undergraduate and postgraduate courses in Principles of Marketing. This accessible, streamlined introduction to marketing, written by two of today's best-selling marketing authors, helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. This text continues to provide an excellent learning package, explaining how marketing affects the big picture in business and influences specific company divisions; like accounting, information technologies, finance, operations, and human resources. Its coverage balances upon three essential pillars: theory and concepts; practices and applications; and pedagogy. 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.
All new video cases, new presentation resources, a new Driver's Manual student study guide, and OneKey all-in-one website for students and instructors are just a few reasons why this is the most contemporary marketing textbook.
- ISBN10 1405809973
- ISBN13 9781405809979
- Publish Date 27 July 2005
- Publish Status Out of Print
- Out of Print 24 May 2007
- Publish Country GB
- Imprint Pearson Education Limited
- Language English