Marketing An Introduction

'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.' Caroline Miller, Keele University  'Clear and easy to read with insightful and relevant material covering all the things that are necessary in a modern textbook. This text is valued highly by tutors and students - keep up the good work!'Catherine Canning, Glasgow Caledonian University  Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.  The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves. PUTTING YOU IN CONTROL OF YOUR JOURNEY THROUGH MARKETING: You will be guided through the core ideas, processes and issues that underpin marketing today and how these translate into marketing practice, helping you develop your own working understanding.  You will be presented with a wide variety of current examples and case studies from all over Europe that demonstrate commercial marketing as it is happening today. You will be provided with the most up-to-date coverage of current issues in marketing, such as use of social media, community management, sustainability, and changes in marketing metrics. Your learning experience will flow seamlessly between the book and the online environment, which includes the authors’ twitter feed at @IntrotoMKT.  About the authorsGary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.Ross Brennan is Professor of Industrial Marketing at the University of Hertfordshire Business School.