Marketing: An Introduction 9th (ninth) edition
About this book
This Multipack consists of Armstrong/ An Introduction 7th Edition (ISBN 0131273124) plus Armstrong/Kotler Student Study Guide (ISBN 0131470280) and OneKey Blackboard Student Access Kit (ISBN 0131484346) For undergraduate and postgraduate courses in Principles of Marketing. This accessible, streamlined introduction to marketing, written by two of today's best-selling marketing authors, helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. This text continues to provide an excellent learning package, explaining how marketing affects the big picture in business and influences specific company divisions; like accounting, information technologies, finance, operations, and human resources. Its coverage balances upon three essential theory and concepts; practices and applications; and pedagogy. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return.