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Marketing: An Introduction (12th Edition), by Gary Armstrong, Philip Kotler
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Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.
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This best-selling, brief text introduces marketing through the lens of creating value for customers.
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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.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.
MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience–for you and your students.
- Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
- Guide Student’s Learning: The text’s active and integrative “Road to Learning Marketing” presentation helps students learn, link, and apply major concepts.
- Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
- Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.
MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
Note: MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
- Sales Rank: #6385 in Books
- Brand: Brand: Prentice Hall
- Published on: 2014-01-17
- Original language: English
- Number of items: 1
- Dimensions: 10.70" h x 1.00" w x 8.40" l, 2.80 pounds
- Binding: Paperback
- 672 pages
- Used Book in Good Condition
About the Author
As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Together they make the complex world of marketing practical, approachable, and enjoyable.
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Gary 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. He holds an undergraduate degree and a master’s degree in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
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But Professor Armstrong’s first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several campus-wide and Business School teaching awards. He is the only repeat recipient of the school’s highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the 16-campus University of North Carolina system.
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Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson Prentice Hall), now in its 14th edition and the world’s most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
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Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; the European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.
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Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
Most helpful customer reviews
22 of 23 people found the following review helpful.
Great basic marketing text at a great price!
By A Customer
I use this textbook to teach about 1,500 students per year in my courses. I find the book to be well-written and interesting. More importantly, *many* students tell me that enjoy reading the book. (I can tell you that it is rare to have students providing positive feedback on textbooks that are required reading). Armstrong and Kotler are leaders in the field, and their hardcover book holds the largest market share among U.S. universities. Books don't make it to the 10th edition (or 5th for paperback) w/o being good!
7 of 7 people found the following review helpful.
lots of info, but not an easy read
By coltsfan1
This book says it is an introduction to marketing but it seems very comprehensive. I am more than halfway through the book and have found this book difficult to read. The author goes to great lengths to describe in very non-specific terms concepts that are not that complex and seems overly wordy IMHO. Also this is a large softcover book, therefore it is very floppy and does not lay easily on your lap or holding it in your hands. If you don't have a desk or table to set this on, you will battle this book while reading it.
5 of 5 people found the following review helpful.
Really interesting read
By Cameron
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.
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