Pearson - Marketing : 10th Edition

Marketing: An Introduction (10th Edition) by Gary Armstrong and Philip Kotler is a comprehensive textbook that introduces students to the fundamentals of marketing. This edition emphasizes creating customer value and building profitable customer relationships. It integrates real-world examples and information, demonstrating how customer value drives effective marketing strategies. The book is organized around a customer-value framework, helping students learn how to create value, target the correct market, and build customer relationships. 

Key Features:

• Introduces marketing through the lens of creating value for customers.

• Features a new learning design and integration with MyMarketingLab, Pearson's online homework and personalized study tool.

• Includes real-world examples and information to demonstrate how customer value drives effective marketing strategies.

• Organized around a customer-value framework to help students learn how to create value, target the correct market, and build customer relationships.