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Marketing: An Introduction, Global Edition, 15th edition
Published by Pearson (May 12, 2022) © 2022
- Gary Armstrong University of North Carolina
- Philip Kotler Northwestern University
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For principles of marketing courses.
An engaging and practical introduction to marketing
Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices.
The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice applying marketing concepts to real-world company scenarios.
Hallmark features of this title
Real companies, real marketing practices- Chapter-Opening vignettes examine real companies and their operations, and spark student interest.
- Digital Marketing, Marketing Ethics, and Marketing by the Numbers applications facilitate discussion of current issues and company situations in areas such as mobile and social marketing, social responsibility, and financial marketing analysis.
- A sample Marketing Plan helps students apply important marketing planning concepts.
- A Careers in Marketing section helps students explore marketing career paths. It also lays out a process for landing a marketing job that best matches their skills and interests.
New and updated features of this title
Coverage of the latest trends and practices- NEW and UPDATED: Discussions, examples and figures get students thinking about recent developments in customer engagement marketing, digital and other marketing technologies, marketing communications, brand content creation, and recent disruptions in the marketing environment.
- NEW and REVISED: Marketing at Work features examine real brand marketing strategies and contemporary marketing issues from companies such as Amazon, Google, Starbucks, Apple and Walmart.
- NEW: A new, stand-alone digital marketing strategy chapter focuses on special considerations in preparing digital marketing campaigns (Chapter 14).
- REVISED: Chapters 15 and 16 on global marketing and sustainable marketing contain new organizing frameworks, concepts and examples.
- NEW: All 16 cases in the Company Case Appendix are new, offering opportunities for students to apply major marketing concepts and critical thinking to real company and brand situations.
- NEW and UPDATED: End-of-chapter material, including discussion questions, critical-thinking exercises, and other applications, help students apply analytical thinking to relevant concepts in each chapter.
Hallmark features of this title
Real companies, real marketing practices- Chapter-Opening vignettes examine real companies and their operations, and spark student interest.
- Digital Marketing, Marketing Ethics, and Marketing by the Numbers applications facilitate discussion of current issues and company situations in areas such as mobile and social marketing, social responsibility, and financial marketing analysis.
- A sample Marketing Plan helps students apply important marketing planning concepts.
- A Careers in Marketing section helps students explore marketing career paths. It also lays out a process for landing a marketing job that best matches their skills and interests.
New and updated features of this title
Coverage of the latest trends and practices- NEW and UPDATED: Discussions, examples and figures get students thinking about recent developments in customer engagement marketing, digital and other marketing technologies, marketing communications, brand content creation, and recent disruptions in the marketing environment.
- NEW and REVISED: Marketing at Work features examine real brand marketing strategies and contemporary marketing issues from companies such as Amazon, Google, Starbucks, Apple and Walmart.
- NEW: A new, stand-alone digital marketing strategy chapter focuses on special considerations in preparing digital marketing campaigns (Chapter 14).
- REVISED: Chapters 15 and 16 on global marketing and sustainable marketing contain new organizing frameworks, concepts and examples.
- NEW: All 16 cases in the Company Case Appendix are new, offering opportunities for students to apply major marketing concepts and critical thinking to real company and brand situations.
- NEW and UPDATED: End-of-chapter material, including discussion questions, critical-thinking exercises, and other applications, help students apply analytical thinking to relevant concepts in each chapter.
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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 CUSTOMER VALUE
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Understanding Consumer and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
- Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
- Product, Services, and Brands: Building Customer Value
- Developing New Products and Managing the Product Life Cycle
- Pricing: Understanding and Capturing Customer Value
- Marketing Channels: Delivering Customer Value
- Retailing and Wholesaling
- Engaging Customers and Communicating Customer Value: Advertising and Public Relations
- Personal Selling and Sales Promotion
- Digital Marketing
PART 4: EXTENDING MARKETING
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
APPENDICES
- Company Cases
- Marketing Plan
- Marketing by the Numbers
- Careers in Marketing
About our authors
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the 16-campus University of North Carolina system.
Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is the co-author of Marketing Management (Pearson), now in its 16th edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored more than 60 other successful books and has published more than 150 articles in leading journals. He is the only 3-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of 4 major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie "Marketing for a Better World" Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. He is a charter member of the Marketing Hall of Fame, was voted the first Leader in Marketing Thought by the American Marketing Association, and was named the Founder of Modern Marketing Management in the Handbook of Management Thinking. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; the European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor "outstanding contributions to science in marketing." A recent Forbes survey ranks Professor Kotler in the top 10 of the world's most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth "most influential business writer/guru" of the 21st century. He is considered by many to be the "father of modern marketing."
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
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