Principles of Marketing, Global Edition by Philip Kotler, Gary Armstrong, and Sridhar Balasubramanian is an English-language textbook on marketing. This edition is intended for students who want to delve into the core principles of marketing within an innovative customer-focused framework.
This Global Edition, which belongs to the newest edition, addresses current marketing issues in a rapidly changing digital and social environment. The content has been carefully compiled to give students insight into creating interactive consumer communities and increasing customer engagement using new digital technologies.
Features of this textbook include:
- A comprehensive overview of traditional and emerging marketing themes.
- Practical assignments such as end-of-chapter reviews and critical thinking exercises.
- An example marketing plan to support planning and strategy.
- Business cases for analyzing and applying marketing concepts.
- Access to additional digital learning resources via MyLab Marketing.
This book aligns with programs in sales and marketing and business & economics, and provides a solid foundation for understanding marketing principles within an innovative customer-value framework.