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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£36.99
Instant access

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.

Title overview

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.

Table of contents

  • 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 Consumer Value
  • Analyzing the Marketing Environment
  • Managing Marketing Information to Gain Customer Insights
  • Consumer Markets and Buyer Behavior
  • Business Markets and Business Buyer Behavior
  • PART 3: Designing a Customer Value-Driven Strategy and Mix
  • Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  • Products, Services, and Brands: Building Customer Value
  • Developing New Products and Managing the Product Life Cycle
  • Pricing: Understanding and Capturing Customer Value
  • Pricing Strategies: Additional Considerations
  • Marketing Channels: Delivering Customer Value
  • Retailing and Wholesaling
  • Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
  • Advertising and Public Relations
  • Personal Selling and Sales Promotion
  • Digital Marketing
  • PART 4: Extending Marketing
  • Creating Competitive Advantage
  • The Global Marketplace
  • Sustainable Marketing: Social Responsibility and Ethics
  • Appendices
  • Marketing Plan
  • Marketing by the Numbers
  • Careers In Marketing

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