Principles of Marketing, Global Edition

The 19th edition of Principles of Marketing by Kotler and Armstrong provides a comprehensive overview of marketing within an innovative customer-value framework. It offers a revised and enhanced version to reflect the major trends impacting contemporary marketing, with end-of-chapter reviews, discussion questions, and critical-thinking exercises. It also includes a sample marketing plan and end-of-chapter company cases. MyLab Marketing is available with the text, personalizing the learning experience and improving results for each student.

Format: Paperback / softback
Length: 768 pages
Publication date: 25 April 2023
Publisher: Pearson Education Limited

Mastering the art of marketing in today's dynamic and ever-evolving world requires a keen understanding of the key challenges that lie ahead. In Principles of Marketing, the global edition, 19th edition, authored by renowned experts Kotler and Armstrong, you embark on a transformative journey to forge meaningful connections with your customers. This comprehensive textbook offers a comprehensive overview of the fundamental principles of marketing, presented within an innovative customer-value framework. It equips students with the knowledge and resources they need to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

The latest edition of this textbook has been meticulously revised and enhanced to reflect the major trends shaping contemporary marketing. It is packed with captivating stories that showcase how companies are harnessing new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Key features of this edition include:

A comprehensive coverage of both traditional and fast-changing trending topics that provide a well-rounded knowledge of marketing concepts, technologies, and practices.

End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that facilitate active learning and reinforce key concepts.

A sample marketing plan that demonstrates how to apply important marketing planning concepts in real-world scenarios.

End-of-chapter Company Cases that provide practical examples and facilitate discussions on current issues and the application of marketing concepts to company situations.

In addition to the textbook, students have access to MyLab Marketing, an innovative teaching and learning platform. MyLab Marketing personalizes the learning experience by combining trusted author content with digital tools and a flexible platform. It empowers students to reach their full potential by enhancing their understanding, engagement, and results.

By mastering the principles outlined in Principles of Marketing and utilizing the comprehensive resources provided by MyLab Marketing, students can embark on a path to success in the world of marketing. Whether you are aspiring to pursue a career in marketing or simply want to enhance your understanding of this dynamic field, this textbook is your invaluable guide. So, unlock the power of marketing and connect with your customers in meaningful ways, as you embark on a journey of creativity, innovation, and growth.

Weight: 1622g
Dimension: 216 x 277 x 31 (mm)
ISBN-13: 9781292449364
Edition number: 19 ed