Principles of Marketing

For principles of marketing courses that require a comprehensive text. In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Table of Contents

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

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

Part 3 Designing a Customer Value–Driven Strategy and Mix

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

Part 4 Extending Marketing

18 Creating Competitive Advantage

19 The Global Marketplace

20 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Marketing Plan

Appendix 2 Marketing by the Numbers

Appendix 3 Careers in Marketing

About the Authors

Philip Kotler is 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. Dr. Kotler is the co-author of Marketing Management (Pearson), now in its sixteenth edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored more than 60 other successful books and has published more than 150 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of 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 he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals.

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 (Honors) 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 one of the “Top 50 Business Professors” in the World.