Marketing: An Introduction, 9th edition

Published by Pearson (August 30, 2024) © 2025

  • Gary Armstrong University of North Carolina
  • Philip Kotler Northwestern University
  • Michael Volkov
  • Swee Hoon Ang National University of Singapore
  • Karen V. Fernandez
  • Sven Tuzovic
Products list
$64.96 AUD
Instant access
Products list
$165.95 AUD
Free delivery
Products list
$79.95 AUD
Buy accessOpens in a new tab
Instant Access

Today's leading marketing text on creating and capturing customer value.

Request a digital sample - for educators >

Marketing: An Introduction, 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework. Students will see how customer value - creating it and capturing it - drives every good marketing strategy.

The ninth Australian edition reflects the major global and local trends and shifting forces that have an impact on marketing in this digital age of customer value, engagement and relationships, striking a careful balance between depth of coverage and ease of learning to enhance student understanding. With engaging learning aids and an emphasis on real marketing, learners will see modern marketing brought to life and gain a richer understanding of basic marketing concepts, strategies and practices.

  • PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
  • 1. Marketing: Creating and capturing customer value
  • 2. Company and marketing strategy: Partnering to build customer engagement, value and relationships
  • PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMERS
  • 3. The marketplace and customers: Analysing the environment
  • 4. Marketing analytics and artificial intelligence: Gaining customer insights
  • 5. Buyer behaviour: Understanding consumer and business buyers
  • PART 3: DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MIX
  • 6. Customer driven marketing strategy: Creating value for target customers
  • 7. Products, services and brands: Offering customer value
  • 8. New products: Developing and managing the product lifecycle
  • 9. Pricing: Capturing customer value
  • 10. Placement: Customer value fulfilment
  • 11. Communicating customer value: Advertising and public relations
  • 12. Personal selling and sales promotion: Creating value in relationships
  • 13. Direct and digital marketing: Interactivity
  • PART 4: EXTENDING MARKETING
  • 14. Sustainable marketing: Social responsibility, ethics and legal compliance
  • APPENDICES
  • Additional case studies
  • The marketing plan: An introduction
  • Marketing analytics spotlights
  • Careers in marketing

Need help? Get in touch