Principles of Marketing, Global Edition, 19th edition

Published by Pearson (July 29, 2024) © 2024

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

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  • Package consists of print textbook plus code to access eText and MyLab
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  • A Course ID link or VLE link from your instructor is required to redeem your MyLab code

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  • Interactive digital learning experience
  • Includes print book, eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it
Products list
£81.02
Free delivery

Access details

  • Package consists of print textbook plus code to access eText and MyLab
  • Access code (supplied with textbook) is required to activate MyLab
  • A Course ID link or VLE link from your instructor is required to redeem your MyLab code

Features

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

Title overview

Learn on your terms, with the personalised learning experience MyLab® Marketing offers.

Learn how to overcome the key marketing challenges within today's customer-value framework with the latest MyLab edition for Principles of Marketing.

A learning experience designed for you:

  • Powerful homework digital features with a wide range of interactive tutorial assignments, quizzes and tests.
  • Available whenever you need it with immediate feedback and unlimited opportunities to practice and fill in your gaps.
  • A personalised Study Plan to support extra practice when you need it.
  • Available when you need it, MyLab offers mobile study tools such as Dynamic Study Modules and eText on your iPad or Android tablet, accessible online and offline.

Discover more about MyLab®Marketing.

Pearson MyLab® Marketing is not included in the main text.

Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor.

Table of contents

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

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