Principles of Marketing, 17th edition

Gary T. Armstrong Northwestern University
Gary Armstrong Brunel University, UK

About the book

Present five major themes using a clear and compelling customer-value approach

The text’s innovative customer-value and engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. From beginning to end, this marketing process model builds on five major customer value and engagement themes:

Creating value for customers in order to capture value in return
Engaging with customers using today’s digital and social media
Building and managing strong, value-creating brands
Measuring and managing return on marketing
Fostering sustainable marketing around the globe

Create value for customers in order to capture value from customers in return

EXPANDED! Show how today’s marketers are good at creating customer value, engaging customers, and managing customer relationships via a five-step marketing process model. This innovative customer-value and engagement framework is carefully developed in the first two chapters and then fully integrated throughout the remainder of the text.

Engage with customers using today’s digital and social media

NEW! and UPDATED! Fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, the Internet of Things and more, have been updated, and new examples have been added.

Chapter 1 contains refreshed sections on Customer Engagement and Today’s Digital and Social Media and Consumer-Generated Marketing.
Chapter 4 has updated information on big data and real-time research to gain deeper customer insights.
Chapter 5 discusses creating social influence and customer community through digital and social media marketing.
Chapter 9 covers customer co-creation and customer-driven new-product development.
Chapter 13 contains updates on omni-channel retailing.
Chapters 14 and 15 discuss marketing content curation and native advertising.
Chapter 16 walks through sales force social selling.

EXPANDED! Chapter-opening vignettes offer an engaging, deeply developed, illustrated, and annotated marketing story that introduces the chapter material and sparks student interest.

Build and manage strong, value-creating brands

Demonstrate how marketers develop meaningful connections with material on customer engagement, such as consumer empowerment, crowdsourcing, customer co-creation, consumer-generated marketing, and real-time marketing. Readers will learn how marketers are building direct and continuous customer involvement that shapes brands, brand conversations, brand experiences, and brand communities.

Help students learn, link, and apply major concepts with an innovative learning design

Enhance learning with the text’s active and integrative presentation, including annotated chapter-opening stories, chapter-opening objective outlines, author comments on major chapter sections, and end-of-chapter features that help to summarize important concepts and highlight important themes.

NEW! 18 End-of-chapter Company Cases have been added, letting students apply what they’ve learned to actual company and brand situations.
EXPANDED! Integrated chapter-opening preview sections start with a Chapter Preview, which briefly previews chapter concepts, links them with previous chapter concepts, and introduces the chapter-opening story.
UPDATED! Real-world marketing examples show concepts in action, and bring key course concepts to life. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.

Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Nike, Google, Amazon, Apple, Netflix, Harley-Davidson, Kellogg, Lego, Spirit Airlines, Uber, GE, and Mountain Dew.

UPDATED! Facilitate critical thinking and discussion with 16 new Video Cases containing brief, end-of-chapter summaries and discussion questions. This section also helps students to keep track of and apply what they’ve learned in the chapter.

Applications and Cases. Brief Online, Mobile, and Social Media Marketing; Marketing Ethics; and Marketing by the Numbers sections at the end of each chapter provide short applications cases that facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis.
NEW! Coverage highlights the increasing importance of sustainable marketing.
NEW! Discussions and examples of the growth in global marketing have been added.
Each figure contains author comments that ease student understanding and help organize major text sections.
An Objective Outline provides a helpful preview of chapter contents and learning objectives, complete with page numbers.

Foster sustainable marketing around the globe

UPDATED! Coverage throughout highlights the increasing importance of sustainable marketing that meet both the immediate and the future needs of customers, companies, and society as a whole.
NEW! Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets such as China, India, Brazil, Africa, and others.

Measure and manage return on marketing

Give students practice measuring and managing return on marketing with end-of-chapter financial and quantitative marketing metric assignments. Students can apply analytical thinking to relevant concepts in each chapter, and link chapter concepts to the text’s comprehensive Marketing by the Numbers appendix.

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

NEW! MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans.

UPDATED! Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included. Fully re-written and with several new topics, decision-making mini-simulations are now available with an updated design and workflow.
The Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples, animations, and interactive tutorials bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab Marketing with Enhanced eText provides students with a complete digital learning experience--all in one place.

And with the Pearson eText 2.0 mobile app (available for select titles) students can now access the Enhanced eText and all of its functionality from their computer, tablet, or mobile phone. Because students’ progress is synced across all of their devices, they can stop what they’re doing on one device and pick up again later on another one—without breaking their stride.

Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers. NEW! Instructors can now remove questions from Dynamic Study Modules to better fit their course.
Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.

Writing Space. Better writers make great learners--who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin^®, Writing Space can check students’ work for improper citation or plagiarism.
Quizzes and Tests. Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.
Learning Catalytics™ helps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.

NEW! Upload a full PowerPoint^® deck for easy creation of slide questions
NEW! Team names are no longer case sensitive
Help your students develop critical thinking skills
Monitor responses to find out where your students are struggling
Rely on real-time data to adjust your teaching strategy
Automatically group students for discussion, teamwork, and peer-to-peer learning

The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.

About the book

Create value for customers in order to capture value from customers in return

Show how today’s marketers are good at creating customer value, engaging customers, and managing customer relationships via a five-step marketing process model. This innovative customer-value and engagement framework is carefully developed in the first two chapters and then fully integrated throughout the remainder of the text.

Engage with customers using today’s digital and social media

Fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, the Internet of Things and more, have been updated, and new examples have been added.

Chapter 1 contains refreshed sections on Customer Engagement and Today’s Digital and Social Media and Consumer-Generated Marketing.
Chapter 4 has updated information on big data and real-time research to gain deeper customer insights.
Chapter 5 discusses creating social influence and customer community through digital and social media marketing.
Chapter 9 covers customer co-creation and customer-driven new-product development.
Chapter 13 contains updates on omni-channel retailing.
Chapters 14 and 15 discuss marketing content curation and native advertising.
Chapter 16 walks through sales force social selling.

Chapter-opening vignettes offer an engaging, deeply developed, illustrated, and annotated marketing story that introduces the chapter material and sparks student interest.

Help students learn, link, and apply major concepts with an innovative learning design

18 End-of-chapter Company Cases have been added, letting students apply what they’ve learned to actual company and brand situations.
Integrated chapter-opening preview sections start with a Chapter Preview, which briefly previews chapter concepts, links them with previous chapter concepts, and introduces the chapter-opening story.
Real-world marketing examples show concepts in action, and bring key course concepts to life. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.

Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Nike, Google, Amazon, Apple, Netflix, Harley-Davidson, Kellogg, Lego, Spirit Airlines, Uber, GE, and Mountain Dew.

Facilitate critical thinking and discussion with 16 new Video Cases containing brief, end-of-chapter summaries and discussion questions. This section also helps students to keep track of and apply what they’ve learned in the chapter.

Discussions and examples of the growth in global marketing have been added.

Foster sustainable marketing around the globe

Coverage throughout highlights the increasing importance of sustainable marketing that meet both the immediate and the future needs of customers, companies, and society as a whole.
Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets such as China, India, Brazil, Africa, and others.

Also available with MyLab Marketing

MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans.

Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included. Fully re-written and with several new topics, decision-making mini-simulations are now available with an updated design and workflow.

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

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part 3: Designing a Customer Value—Driven Strategy and Mix

7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers

8. Products, Services, and Brands: Building Customer Value

9. Developing New Products and Managing the Product Life Cycle

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies: Additional Considerations

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Sustainable Marketing: Social Responsibility and Ethics

Appendix 1: Marketing Plan

Appendix 2: Marketing by the Numbers

Appendix 3: Careers in Marketing

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world’s leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable.

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International 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 author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-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 four 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. 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.

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.

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education 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 campus-wide and Business School teaching awards. He is the only repeat recipient of 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 sixteen-campus University of North Carolina system.

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Pearson eTextbook: What’s on the inside just might surprise you

They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.

Principles of Marketing, 17th edition

Pearson eTextbook: What’s on the inside just might surprise you

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