Principles of Marketing, Global Edition, 19th edition

Published by Pearson (July 29, 2024) © 2024

  • Gary Armstrong University of North Carolina
  • Philip T. Kotler
Products list
£28.99
Instant access

Access details

  • Instant 12-month access fulfilled by Pearson
  • Offline and online access via mobile app
  • NB does NOT include access to MyLab/Mastering
  • 3 months free access to language learning support with Mondly

Features

  • Intuitive search and audiobook*
  • Videos, quizzes and interactives
  • Translate text into 100+ languages
  • Create notes and flashcards
  • AI-powered support*

*Available for some titles

Products list
£72.99
Free delivery

Details

  • A print text
  • Free shipping
Products list
£53.99
Buy accessOpens in a new tab
Instant Access

Access details

  • Register via our MyLab page to complete your purchase
  • A Course ID link or VLE link from your instructor is required
  • Instant access once purchased (eText included)

Features

  • Interactive digital learning experience
  • Includes eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it

Encourage your students' learning of how to create customer value in a fast-changing, increasingly digital and social marketplace.

Principles of Marketing, 19th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework.

The most recent edition has been revised to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations and experiences.

This text includes Revel® & MyLab®Marketing editions.

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

  1. Analyzing the Marketing Environment
  2. Managing Marketing Information to Gain Customer Insights
  3. Consumer Markets and Buyer Behavior
  4. Business Markets and Business Buyer Behavior

PART 3: Designing a Customer Value-Driven Strategy and Mix

  1. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  2. Products, Services, and Brands: Building Customer Value
  3. Developing New Products and Managing the Product Life Cycle
  4. Pricing: Understanding and Capturing Customer Value
  5. Pricing Strategies: Additional Considerations
  6. Marketing Channels: Delivering Customer Value
  7. Retailing and Wholesaling
  8. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
  9. Advertising and Public Relations
  10. Personal Selling and Sales Promotion
  11. Digital Marketing

PART 4: Extending Marketing

  1. Creating Competitive Advantage
  2. The Global Marketplace
  3. Sustainable Marketing: Social Responsibility and Ethics

Appendices

  • Marketing Plan
  • Marketing by the Numbers
  • Careers In Marketing

Need help? Get in touch