product title: Principles of Marketing, Global Edition, 19th edition

Format types

MyLab with eText = Access to the blended learning platform, merging digital content with complementary homework, tutorials, and assessments. Includes the accompanying eText.

eTextbook = A standalone digital replacement of a print textbook. You have 3 access durations to choose from to best suit your course. (180 day/12 month/5 years). Does not include access to the MyLab platform.

MyLab is an innovative online learning platform to support you in your educational journey. It offers a range of interactive and personalized resources tailored to various subjects, helping you to better understand and retain course material. 

Key benefits of MyLab include immediate feedback on assignments and quizzes, allowing you to learn from your mistakes in real-time. Additionally, the platform provides a wealth of practice exercises, tutorials, and multimedia resources that cater to different learning styles.

Principles of Marketing by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace.

Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

New to this edition

• 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 and 'big data,' new marketing analytics, the internet of things, shift to omni-channel and digital marketing and marketing in the metaverse.
• Significantly restructured material on global and sustainable marketing examines new organising frameworks, concepts and examples.
• 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.

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