Principles of Marketing, Global Edition, 18th edition

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.

For principlesof marketing courses that require a comprehensive text.

Learn how tocreate value through customer connections and engagement

In afast-changing, increasingly digital and social marketplace, it’s more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master today’s key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.

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New coverage and fresh examples address the latest customer engagement tools, practices, and developments

· UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.

· NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.

Learner-focused features help students learn, link, and apply major concepts

· NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.

· NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life.

· NEW and UPDATED - Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.

· NEW and REVISED - Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.

· NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.

Career-focused resources help students develop the skills today’s employers are looking for

· NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.

· Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.

· NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.

· Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.

MyLabTM Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketin

New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments

· A 5-step customer engagement framework ties together key concepts, and details howmarketing creates customer value and captures value in return.The 18th edition continues to add to this framework and focuses on buildingdirect and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community.

· Material in both traditional marketing areas and on fast-changing andtrending topics such asdigital, mobile, and social media marketing; customer engagement marketing; bigdata, artificial intelligence, and new marketing analytics; and much more,keeps students informed.

Learner-focused features help students learn, link, andapply major concepts

· Chapter-opening Objective Outlines preview chapter contents and learningobjectives; Chapter Previews show chapter concepts, link them withprevious chapter concepts, and introduce the chapter-opening story; and Vignettes— engaging, deeply developed, illustrated, and annotated marketing stories —help introduce the chapter material and spark student interest.

· In-text examples illustrate contemporary marketing practices and bring key courseconcepts to life.

· Each figure contains author comments that ease and enhance student learning byintroducing and explaining major chapter sections and figures.

· Application Cases facilitate discussion of current issues and company situations in areassuch as mobile and social marketing, ethics, and financial marketing analysis,while Company Cases (20 of which are new to the 18th edition) helpstudents apply what they’ve learned to actual company and brand situations.

· End-of-chapter Objectives Reviews summarize major chapter concepts and link them tochapter objectives, Key Terms facilitate easy reference, and DiscussionQuestions and Critical-Thinking Exercises help students keep trackof and apply what they’ve learned in the chapter.

Career-focused resources help students develop the skillstoday’s employers are looking for

· Real Marketing highlights provide fresh insights into real marketing practices fromall-stars like Walmart, Amazon, Netflix, Apple, and more.

· Marketing by the Numbers (Appendix 2) provides students with a comprehensive introto the marketing financial analysis that helps guide, assess, and supportmarketing decisions. An exercise at the end of each chapter lets students applyanalytical and financial thinking to that chapter’s concepts and links thechapter to the Marketing by the Numbers appendix.

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