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Marketing: An Introduction, Global Edition Paperback – 5 April 2012

by Gary Armstrong (Author), Philip Kotler (Author)
4.2 4.2 out of 5 stars 115 ratings
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Were you looking for the book with access to MyMarketingLab? This product is the book alone and does NOT come with access to MyMarketingLab. Buy Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282) if you need access to the MyLab as well, and save money on this brilliant resource.

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.

Need extra support?

This product is the book alone, and does NOT come with access to MyMarketingLab.


This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282). Alternatively, buy access online at www.MyMarketingLab.com.


For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator

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Previous page
  1. Print length
    648 pages
  2. Language
    English
  3. Publisher
    Pearson Education
  4. Publication date
    5 April 2012
  5. Dimensions
    21.5 x 2.1 x 27.5 cm
  6. ISBN-10
    0273767186
  7. ISBN-13
    978-0273767183
  8. See all details
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Product details

  • Publisher ‏ : ‎ Pearson Education; 11th edition (5 April 2012)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 648 pages
  • ISBN-10 ‏ : ‎ 0273767186
  • ISBN-13 ‏ : ‎ 978-0273767183
  • Dimensions ‏ : ‎ 21.5 x 2.1 x 27.5 cm
  • Customer Reviews:
    4.2 4.2 out of 5 stars 115 ratings

Customer reviews

4.2 out of 5 stars
4.2 out of 5
115 global ratings

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Ludovica
5.0 out of 5 stars ottimo libro universitario
Reviewed in Italy on 26 January 2019
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Ottimo libro per capire i concetti base e per un supporto allo studio durante il percorso universitario.
Spedizione veloce e venditore affabile.
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Cameron
5.0 out of 5 stars Really interesting read
Reviewed in the United States on 19 November 2012
Verified Purchase
I have to say, I'm pretty surprised by the 3 star reviews here. This is one of the best textbooks I've ever had to deal with. The book does not seem too fact-heavy at all; it moves through the chapters at an almost conversational pace. It is very well written and pretty entertaining in my opinion. I would open this book to do the assigned reading and find myself reading a segment completely unrelated to the assignment because I was genuinely interested in what it was saying.

This book also seems very up-to-date. I was surprised by some of the examples the book references because it feels as if they'd only happened yesterday.

I suppose this review doesn't really matter because if this is the book your professor chose, you don't really have the luxury of choice. So I guess I'll just end on the note that I really enjoyed this book, and I think that you will, too.
5 people found this helpful
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paul dupuy
5.0 out of 5 stars Excellent Resource
Reviewed in the United Kingdom on 24 July 2013
Verified Purchase
This an excellent resource for those starting in Marketing and will be of use throughout as a reference. Written in a witty, energetic conversational style, it is easy to read and brings concepts to life in a way my own lecturer couldn't! It is an International edition but most of the examples are US based which means many case studies and examples will be US based and may appear alien. Having said that, it broadens your experience and knowledge and is no harm. A must by co-written by the "Godfather of Marketing", Phipip Kotler.
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Diaisy
5.0 out of 5 stars Fast, Good condition
Reviewed in the United States on 31 October 2013
Verified Purchase
It is exactly what I was looking for and I didn't have to wait a long time for it. The book is for my academic course but the content is easy to understand and I really like the summaries at the end of each chapter.
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Tanner Phillips
4.0 out of 5 stars Not what I was expecting, but ended up okay!
Reviewed in the United States on 29 January 2015
Verified Purchase
When I purchased this, There was nothing about it being a book you had to put into a 3 ring binder. I was expecting a book, I got a bunch of pages rubber banded together.

In all truthfulness, I actually don't mind that much, as it's easier to study out of, but, I just feel like it wasn't very clear when I bought it what I was getting. All in all, it still worked out fine.
One person found this helpful
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