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Principles of Marketing, 7th Edition

Armstrong, Adam, Denize, Volkov, and Kotler


A flagship marketing resource that provides an introduction to marketing concepts, strategies, and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value.

What's inside?

  • Updated to keep pace with changes in the era of customer value and relationships, and advancements in digital media
  • New ‘Linking the concepts’ encourages pause for thought where students can test their understanding as they proceed through the text
  • New case studies, and updated marketing plan and marketing analytics spotlights
  • New Decision Making Simulations in MyLab Marketing help students think like professionals as they apply concepts to realistic business challenges, and feature a new interface and enhanced user experience
  • New MediaShare in MyLab Marketing facilitates interactive learning by allowing students and instructors to share and comment on speeches, group projects, outlines, and more
  • Available formats: print, eBook, MyLab.
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