Marketing: An Introduction, Global Edition, 15th edition

Published by Pearson (May 11, 2022) © 2022

  • Gary Armstrong University of North Carolina
  • Philip Kotler Northwestern University
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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.

  • 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

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