Armstrong, Gary and Kotler, Philip and Harker, Michael and Brennan, Ross (2012) Marketing : An Introduction. Pearson Prentice-Hall
Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.
|Keywords:||marketing , customer behaviour, Marketing. Distribution of products|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Pure Administrator|
|Date Deposited:||15 Nov 2011 11:35|
|Last modified:||22 May 2013 11:49|