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Principles of Marketing, Global Edition Paperback – 2 April 2015

by Philip Kotler (Author), Gary Armstrong (Author)
4.4 out of 5 stars 290
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Principles of Marketing, Global Edition
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Help students learn how to create customer value and engagement
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 challenge: 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.

Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.


MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Also available with MyMarketingLab
This title is also available with MyMarketingLab—an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today.

Please note that the product you are purchasing does not include MyMarketingLab.

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This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.

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3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292092591)

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Previous page
  1. Print length
    736 pages
  2. Language
    English
  3. Publisher
    Pearson
  4. Publication date
    2 April 2015
  5. Dimensions
    21.4 x 2.3 x 27.6 cm
  6. ISBN-10
    1292092483
  7. ISBN-13
    978-1292092485
  8. See all details
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Product details

  • Publisher ‏ : ‎ Pearson; 16th edition (2 April 2015)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 736 pages
  • ISBN-10 ‏ : ‎ 1292092483
  • ISBN-13 ‏ : ‎ 978-1292092485
  • Dimensions ‏ : ‎ 21.4 x 2.3 x 27.6 cm
  • Customer Reviews:
    4.4 out of 5 stars 290

About the authors

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  1. Philip Kotler

    Philip Kotler

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    Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twenty-one foreign universities. He is the author of over 57 books and over one hundred and fifty articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management book as one of the 50 best business books of all times. More is available on www.pkotler.org.

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  2. Gary Armstrong

    Gary Armstrong

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    Full content visible, double tap to read brief content.

    Discover more of the author’s books, see similar authors, read author blogs, and more

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Daniel Parellada
5.0 out of 5 stars This book has been very useful to me at doing research out of the module ...
Reviewed in the United Kingdom on 18 June 2017
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I bought this book to do one of my modules at Uni during my MSC in Data Analytics and Marketing. So this book refers on my marketin side of the masters.
Updated, interesting content. Applicable to marketing at MSc level. This book has been very useful to me at doing research out of the module content. The only downside is the price.
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piyush
5.0 out of 5 stars Amazing
Reviewed in India on 20 August 2017
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It was a good​ experience for me...
Just give me fast delivery than previous one😀😀😉😉
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Anna
5.0 out of 5 stars Excellent book
Reviewed in Germany on 31 May 2017
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Excellent book with very appealing visual presentation and recent examples - can only recommend it to anyone interested in Marketing!
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Lacey
3.0 out of 5 stars very good deal
Reviewed in Japan on 8 October 2019
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Neat and almost like brand new
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Rosalie Straughan
5.0 out of 5 stars Great Purchase
Reviewed in the United States on 10 May 2016
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I purchased this book for my daughter for a college class. It stated the book was like new. We were so over joyed when the book arrived. It was like a brand new book. There were no high lite marks in it and if I didn't know better I would have thought it was a brand new book. The cost of the book was well less than what the book would have cost brand new. My daughter was very happy with the book and I was happy with the price and the condition.
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