Marketing : an introduction / Gary Armstrong ... [et al.].
Publication details: Harlow : Pearson, 2012.Edition: 2nd edDescription: xxxi, 603 p. : ill. (chiefly col.) ; 27 cmISBN:- 9780273762607 (pbk.) :
- 0273762605 (pbk.) :
- 23
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Previous ed.: 2009.
Includes bibliographical references and index.
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.
Specialized.
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