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Marketing: An Introduction

Marketing: An Introduction
Author: Gary Armstrong - Philip Kotler
ISBN 13: 9780131865914
ISBN 10: 131865919
Edition: 8th
Publisher: Prentice Hall
Publication Date: 2006-03-09
Format: Paperback
Pages: 656
List Price: $153.33

The sixth edition of this text/CD-ROM package reflects the latest thinking in areas such as relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. Sections cover the marketing process, the marketing environment, developing marketing strategy, and marketing and society. The CD-ROM contains videos about a fictional Internet company, plus interactive exercises that challenge students to help the company develop new marketing strategies. Armstrong is affiliated with the Kenan-Flagler Business School at the University of North Carolina-Chapel Hill; Kotler is with the Kellogg Graduate School of Management, Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)