Principles of Marketing, Global Edition, 19th edition

Published by Pearson (April 19, 2023) © 2023

  • Philip Kotler Northwestern University
  • Gary Armstrong University of North Carolina
  • Sridhar Balasubramanian University of North Carolina Chapel Hill



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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.

Hallmark features of this title

A series of features that guarantee to keep your students engaged.

  • A 5-step customer engagement framework explores how marketing creates customer value, covering brand conversations, experiences, advocacy and community.
  • A sample marketing plan shows students how to apply important marketing planning concepts.
  • Traditional AND fast-changing, trending topics give your students a well-rounded knowledge of marketing concepts, technologies and practices.
  • Real Marketing highlights give fresh insight into real marketing practices from Amazon, LinkedIn, Apple and Walmart.
  • Chapter Openers preview chapter contents and learning objectives, and include engaging stories to spark student interest.
  • End-of-Chapter Reviews, Discussion Questions and Critical-Thinking Exercises allow your students practice what they have learned.

New and updated features of this title

Allows your students to expand their knowledge according to the most recent advancements in the field.

  • New content coverage reflects how companies are dealing with recent major disruptions in the marketing environment. This includes the effects of large economic swings, extreme environmental patterns, social and political turmoil, and COVID-19.
  • New and updated content explores explosive new developments in marketing technologies. Content includes digital, online, mobile, and social media engagement technologies (Chs. 1, 4, 15, 17), AI (Chs. 1, 3, 4, 17) and “big data,” new marketing analytics, the internet of things, shift to omni-channel and digital marketing (Chs. 13, 17) and marketing in the metaverse (Chs. 7, 17).
  • Significantly restructured material on global and sustainable marketing examines new organising frameworks, concepts and examples (Chs. 19, 20).

Company cases and examples demonstrate highlights and applications.

  • 20 new end-of-chapter Company Cases facilitate discussion of current issues and application of marketing concepts to company situations.
  • Fresh content now represents diversity, equity, and inclusion in topics, examples and illustrations, so students see how marketers are applying these values in their strategies and actions.
  • New brand stories, highlights, and in-text examples illustrate recent real-world brand strategies and contemporary marketing issues.

Features of MyLab® Marketing for the 19th Edition

The teaching and learning platform that allows instructors to reach every student with powerful self-study material and assessments.

  • Teach your course your way: Whether you would like to build assignments or create your own questions, MyLab Marekting gives you the flexibility to create a course to fit your needs.
  • Empower each learner: Each student learns at a different pace. Personalised learning pinpoints the precise areas where each student needs practice, giving all students the support they need to be successful.
  • Deliver trusted content: We partner with highly respected authors to develop interactive content and course-specific resources that you can trust — and keep your students engaged.
  • Improve student results: When you teach with MyLab, student performance often improves. That is why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students.

Discover more about MyLab®Matrketing.

Features of Pearson eText for the 19th Edition

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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


  • Marketing Plan
  • Marketing by the Numbers
  • Careers In Marketing

About Our Authors

As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable.

Philip Kotler is a Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D at M.I.T., both in Economics.

He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked 4th in the “most influential business writer/guru” of the 21st century. He is considered by many to be the “father of modern marketing.”

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus 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 received his Ph.D in marketing from Northwestern University.

Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching.

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.

Sridhar Balasubramanian is the Roy & Alice H. Richards Bicentennial Distinguished Scholar, Professor of Marketing, and Marketing Concentration Chair at the University of North Carolina at Chapel Hill's Kenan-Flagler Business School.

He holds a Bachelor of Technology (Honours) degree from the Indian Institute of Technology (Kharagpur), an MBA from the Indian Institute of Management (Bangalore) and MA, M.Phil and Ph.D degrees from Yale University. Leading business education publication Poets&Quants ranked him 1 of the “Top 50 Business Professors” in the world.

His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalisation and sustainability, and managing competition. He also specialises in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels, and social media on marketing. His research has been cited more than 11,750 times on Google Scholar.

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