Marketing: An Introduction, 16th edition

  • Gary Armstrong
  • , Philip Kotler
  • , Sridhar Balasubramanian

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Marketing: An Introduction offers a practical view of marketing in the digital age. It shows how effective marketing creates and captures customer value, while providing a step-by-step model for customer engagement. By exploring trends shaping modern marketing, the authors deliver the context needed to drive home basic marketing concepts, strategies and practices.

The 16th Edition provides up-to-date coverage of digital developments, from AI and social media engagement to “big data” and omnichannel strategy. New brand stories, cases, in-text examples and end-of-chapter exercises illustrate contemporary brand strategies and marketing issues. Additionally, a new Digital Marketing and AI feature at the end of each chapter will prepare you to use AI to make marketing decisions.

Published by Pearson (December 30th 2024) - Copyright © 2026

ISBN-13: 9780135340462

Subject: Marketing

Category: Principles of Marketing

  1. Marketing: Creating Customer Value and Engagement
  2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  3. Analyzing the Marketing Environment
  4. Managing Marketing Information to Gain Customer Insights
  5. Understanding Consumer and Business Buyer Behavior
  6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  7. Products, Services, and Brands: Building Customer Value
  8. Developing New Products and Managing the Product Life Cycle
  9. Pricing: Understanding and Capturing Customer Value
  10. Marketing Channels: Delivering Customer Value
  11. Retailing and Wholesaling
  12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
  13. Personal Selling and Sales Promotion
  14. Digital Marketing
  15. The Global Marketplace
  16. Sustainable Marketing: Social Responsibility and Ethics