Principles of Marketing, 8th edition

Published by Pearson (October 20, 2020) © 2021

  • Gary Armstrong University of North Carolina
  • Sara Denize University of Western Sydney
  • Michael Volkov
  • Stewart Adam Deakin University
  • Philip Kotler Northwestern University
  • Swee Hoon Ang National University of Singapore
  • Anita Love
  • Sean Doherty
  • Patrick van Esch
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Principles of Marketing introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Principles of Marketing shows students how customer value - creating it and capturing it - drives every effective marketing strategy.

The 8th Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand, community and sales, as well as wider coverage of cases and examples from an Australian perspective.

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  • 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: Gaining customer insights
  • 5 Buyer behaviour: Understanding consumer and business buyers
  • PART 3 Designing a customer-driven strategy 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 innovation
  • 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 and fulfilment
  • PART 4 Extending marketing
  • 14 Sustainable marketing: Social responsibility, ethics and legal compliance

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