Principles of Marketing, 18th edition

Published by Pearson (September 18, 2020) © 2021

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

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ISBN-13: 9780136713982 (2020 update)
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In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals within an innovative customer-value framework.

The 18th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.

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 Communication Strategy
  9. Advertising and Public Relations
  10. Personal Selling and Sales Promotion
  11. Direct, Online, Social Media, and Mobile Marketing

PART 4: EXTENDING MARKETING

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

APPENDICES

  1. Marketing Plan
  2. Marketing by the Numbers
  3. Careers in Marketing

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