by Gary Armstrong, Philip Kotler, Marc Oliver Opresnik · Pearson India · tapa blanda · ISBN 9789332584471
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«Marketing: An Introduction» is the marketing manual by Gary Armstrong, Philip Kotler and Marc Oliver Opresnik (Pearson India, paperback, in English).
Introductory manual that explains the fundamentals of marketing and presents customer value as the driver of all commercial strategy. It offers an overview of its essential concepts, supported by real cases, to understand how companies create and deliver value to consumers.
Thirteenth edition, published in 2016. Copy printed in Asia with a cover different from the US edition, although the content is exactly the same.
Useful for marketing, business administration or economics students, as well as for professionals who want to review the fundamentals of the discipline.
