Principles of Marketing, Global Edition, 19th edition

Published by Pearson (March 28, 2023) © 2023

  • Philip Kotler Northwestern University
  • Gary Armstrong University of North Carolina
  • Sridhar Balasubramanian University of North Carolina Chapel Hill
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Master the key marketing challenges and develop meaningful connections with your customers

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Principles of Marketing by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace.

Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

  • PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
  • Marketing: Creating Customer Value and Engagement
  • Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  • PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
  • Analyzing the Marketing Environment
  • Managing Marketing Information to Gain Customer Insights
  • Consumer Markets and Buyer Behavior
  • Business Markets and Business Buyer Behavior
  • PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
  • Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  • Products, Services, and Brands: Building Customer Value
  • Developing New Products and Managing the Product Life Cycle
  • Pricing: Understanding and Capturing Customer Value
  • Pricing Strategies: Additional Considerations
  • Marketing Channels: Delivering Customer Value
  • Retailing and Wholesaling
  • Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
  • Advertising and Public Relations
  • Personal Selling and Sales Promotion
  • Digital Marketing
  • PART 4: EXTENDING MARKETING
  • Creating Competitive Advantage
  • The Global Marketplace
  • Sustainable Marketing: Social Responsibility and Ethics
  • APPENDICES
  • Marketing Plan
  • Marketing by the Numbers
  • Careers In Marketing

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