Marketing: An Introduction – Global Edition by Gary Armstrong and Philip Kotler is an English-language textbook that offers a practical introduction to modern marketing. This Global Edition is aimed at higher education students and covers current topics in marketing strategies.
The book shows how organizations create and leverage customer value in a digital world. The clear structure guides students in building customer relationships and applying marketing concepts in practice. The 16th edition includes updates on digital marketing, such as artificial intelligence, social media, data analytics, and omnichannel strategies.
With recent cases, brand examples, and exercises, this textbook is suitable for degree programs in sales and marketing. Relevant for topics such as Sales and marketing, BUSINESS & ECONOMICS / Sales & Selling / General and BUSINESS & ECONOMICS / Marketing / General.