Encourage your students' learning of the major trends impacting contemporary marketing in a fast-changing, digital marketplace.

Principles of Marketing, 19th edition has been extensively revised to present the fundamentals of marketing within an innovative customer-value framework. Reach every student with the MyLab & Revel editions for this text.

Master the key marketing challenges and see how you can develop meaningful connections with your customers. Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace.

Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities.

Key features include:

• Both traditional and fast-changing trending topics that give you a well-rounded knowledge of marketing concepts, technologies and practices.
• End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that allow you to practice what you have learned.
• A sample marketing plan showing you how to apply important marketing planning concepts.

• End-of-chapter Company Cases that facilitate discussion of current issues and application of marketing concepts to company situations. Also available with MyLab ® Marketing
  MyLab is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLabMarketing personalises the learning experience and improves results for each student.

  If you would like to purchase both the physical text and MyLab ® Marketing, search for:

  9781292449272 Principles of Marketing, Global Edition, 19th edition plus MyLab ® Marketing with Pearson eText.

  Package consists of:

• 9781292449364 Principles of Marketing, Global Edition, 19th edition
• 9781292449371 Principles of Marketing, Global Edition, 19th edition MyLab ® Marketing

• 9781292449388 Principles of Marketing, Global Edition, 19th edition MyLab ® Marketing with Pearson eText
  MyLab ® Marketing is not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

  This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.

  Autorentext

About Our Authors

As a team, Philip Kotler, Gary Armstrong and Sridhar Balasubramanian provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authors in marketing. Professors Armstrong and Balasubramanian are award-winning teachers and researchers. Together, they make the complex world of marketing practical, approachable, and enjoyable.

Philip Kotler is a 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.

He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked 4th in the most influential business writer/guru of the 21st century. He is considered by many to be the father of modern 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 received his Ph.D in marketing from Northwestern University.

Through the years, Professor Armstrong has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, (three times). Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching.

Dr Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.

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 (Honours) 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 1 of the Top 50 Business Professors in the world.

His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalisation and sustainability, and managing competition. He also specialises in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels, and social media on marketing. His research has been cited more than 11,750 times on Google Scholar.

Inhalt
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: Additional Considerations
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 …