Marketing : an introduction / Gary Armstrong ... [et al.].
Publication year: 2012
Edition: 2nd ed.
Publisher: Harlow : Pearson,
ISBN: 9780273762607 (pbk.) : 0273762605 (pbk.) :
Previous ed.: 2009.
Building upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.
xxxi, 603 p. : ill. (chiefly col.) ; 27 cm.
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