Custom edition for Kaplan University. Taken from: Marketing: An Introduction, Tenth Edition, Global Edition by Gary Armstrong and Philip Kotler. Taken from: Marketing: An Introduction, Tenth Edition by Gary Armstrong and Philip Kotler. Includes bibliographic references and index.
Contents:
Part 1: Defining marketing and the marketing process; Part 2: Understanding the marketplace and consumers; Part 3: Designing a customer-driven strategy and mix; Part 4: Extending marketing.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.