Marketing: An Introduction — Global Edition – Gary Armstrong
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Marketing: An Introduction, Global Edition provides a practical and engaging introduction to modern marketing, showing how organisations create and capture customer value in today’s digital-first environment. The text follows a clear, step-by-step framework for building customer relationships, helping students connect core concepts to real-world business strategy.
The 16th Edition incorporates the latest developments in digital marketing, including AI, social media engagement, data-driven decision-making and omnichannel strategy. Updated case studies, brand examples and end-of-chapter exercises support application of key principles, making it ideal for both teaching and learning foundational marketing concepts.
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Format: Paperback / softback 644 pages
Classifications: Sales & marketing
ISBN : 9781292753492
Published : 14 Oct 2025
Author : Gary Armstrong, Philip Kotler
Publisher : Pearson Education Limited
Size : 275 x 217 x 30 (mm)
Weight : N/A
1 in stock
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