Principles of Marketing, An Asian Perspective,Global Edition, 5th edition

Published by Pearson (July 27, 2022) © 2022

  • Philip Kotler Northwestern University
  • Gary Armstrong University of North Carolina
  • Swee Hoon Ang National University of Singapore
  • Siew Meng Leong National University of Singapore
  • Chin Tiong Tan National University of Singapore
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Learn how to create value through customer connections and engagement

The global marketplace has undergone explosive changes that have fundamentally transformed how we communicate, share information, access entertainment, and make transactions. Together, these developments have created a host of new opportunities for marketers seeking to engage customers and to create and capture customer value.

This edition of Principles of Marketing: An Asian Perspective continues to build on its signature customer engagement framework to provide a comprehensive and authoritative introduction to the Asian marketing landscape. With updated coverage in every chapter, this edition examines the latest trends in both traditional marketing as well as online, mobile, social media, and other digital marketing technologies. Balancing Asian and international brands across Asian and international contexts, the book is replete with vignettes, in-text examples, and cases that illustrate brand strategies and contemporary marketing issues.

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  • PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
  • 1. Marketing: Creating Customer Value and Engagement
  • 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  • PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
  • 3. Analyzing the Marketing Environment
  • 4. Managing Marketing Information to Gain Customer Insights
  • 5. Consumer Markets and Buyer Behavior
  • 6. Business Markets and Business Buyer Behavior
  • PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
  • 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  • 8. Products, Services, and Brands: Building Customer Value
  • 9. Developing New Products and Managing the Product Life Cycle
  • 10. Pricing: Understanding and Capturing Customer Value
  • 11. Pricing Strategies: Additional Considerations
  • 12. Marketing Channels: Delivering Customer Value
  • 13. Retailing and Wholesaling
  • 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
  • 15. Advertising and Public Relations
  • 16. Personal Selling and Sales Promotion
  • 17. Direct, Online, Social Media, and Mobile Marketing
  • PART 4: EXTENDING MARKETING
  • 18. Creating Competitive Advantage
  • 19. The Global Marketplace
  • 20. Sustainable Marketing: Social Responsibility and Ethics
  • APPENDICES
  • Marketing Plan
  • Marketing by the Numbers
  • Careers in Marketing

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