Principles of Marketing, 20th edition

  • Philip Kotler
  • , Gary Armstrong
  • , Sridhar Balasubramanian

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Principles of Marketing is a longtime global leader for introductory marketing courses. Acclaimed authors Philip Kotler, Gary Armstrong and Sridhar Balasubramanian merge core marketing concepts with strategies for creating a loyal customer base. The content parallels the marketing process, moving from consumer research to customer-driven strategies to marketing-mix models and, finally, broadly integrated elements.

The 20th Edition reflects major trends and shifting forces impacting marketing today, including AI applications across marketing areas. A breadth of new examples shows how companies are using digital technology to more fully engage customers and shape brand experiences and loyalty.

Published by Pearson (January 27th 2026) - Copyright © 2027

ISBN-13: 9780135413524

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. Consumer Markets and Buyer Behavior
  6. Business Markets and Business Buyer Behavior
  7. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
  8. Products, Services, and Brands: Building Customer Value
  9. Developing New Products and Managing the Product Life Cycle
  10. Pricing: Understanding and Capturing Customer Value
  11. Pricing Strategies: Advanced Topics
  12. Marketing Channels: Delivering Customer Value
  13. Retailing and Wholesaling
  14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
  15. Advertising and Public Relations
  16. Personal Selling and Sales Promotion
  17. Digital Marketing
  18. Creating Competitive Advantage
  19. The Global Marketplace
  20. Sustainable Marketing: Social Responsibility and Ethics