Gary Armstrong

Marketina oso alor garrantzitsua da gaur egun. Diziplina dinamikoa eta zirraragarria da, gai ugari hartzen dituena: bezeroekin harreman errentagarriak kudeatzea, merkatuak eta kontsumitzaileak ulertzea, marketin-mixaren lau elementuetan erabakiak hartzea, edo marketinean ere gizarte-erantzukizunez jokatzea. Lau arlo handi horiek lantzen ditu liburuak. Gainera, kontzeptuen azalpenen ondoan, adibide ugari eskaintzen dira, marketinaren garrantziaz eta baliagarritasunaz jabetzen laguntzen digutenak.P. Kotler eta G. Armstrong doktoreak izen handiko irakasle eta adituak dira. Marketinari buruzko liburu eta artikulu arrakastatsu asko idatzi dituzte. Kotler doktorea marketinaren esparruan eragin handieneko egileetako bat da.

For undergraduate Principles of Marketing courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 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. The tenth edition features a new learning design and integration with

'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.

En esta sexta edición de Fundamentos de marketing, el lector encontrará un reflejo de la situación actual que circunda el universo del marketing en la era de Internet y hallará una forma entretenida de aprender la materia, debido al estilo agil y didactico con el que esta obra fue escrita. A lo largo del texto se presentan casos de una extensa lista de empresas y corporaciones que muestran escenarios reales y cotidianos.