Marketing: An Introduction, Global Edition Gary Armstrong and Philip Kotler are an English-language textbook suitable for higher education. This book provides a clear overview of core concepts in marketing and addresses how customer value is central to effective marketing strategies.
The text analyzes current trends and shifts within the marketing field, with special attention to creating and leveraging customer value. The 15th edition includes updated examples, company cases, and practice-oriented assignments that strengthen the connection between theory and reality. This makes it an essential reference work for students who want to delve into marketing concepts, sales, and business economics.
Relevant topics include, among others, sales and marketing, BUSINESS & ECONOMICS / Sales & Selling / General, and BUSINESS & ECONOMICS / Marketing / General.