TY  - BOOK
AU  - Armstrong, Gary
AU  - Kotler, Philip
TI  - Marketing: an introduction 
SN  - 9789810697884
AV  - HF 5415 .A76 2011 
PY  - 2011///
CY  - Upper Saddle River, New Jersey
PB  - Pearson Education
KW  - MARKETING
N1  - Includes bibliographical references; Part 1. Defining Marketing and the Marketing Process -- Part 2. The marketplace and consumers -- Part 3. A customer-driven marketing strategy and the marketing mix -- Part 4. Further marketing
N2  - This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value - creating it and capturing it - drives every effective marketing strategy. The tenth edition features a new learning design and integration with my marketing lab, Pearson's online homework and personalized study tool
ER  -