Coming soon · Book Profile
Principles of Marketing
A comprehensive introduction to modern marketing centered on creating customer value and engagement in order to capture value from customers in return.
A profile of this book is on the way.
What it’s about
Principles of Marketing (18e Global Edition) by Kotler, Armstrong, and Opresnik is the foundational textbook that frames all of marketing around a single, powerful idea: marketing is the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return. Through a clear five-step marketing process model, the book walks readers from understanding the marketplace and customer needs, to designing customer value-driven marketing strategies, to building integrated marketing programs, to managing customer relationships, and finally to capturing value as sales, profits, and customer equity. Richly illustrated with real-world brand stories—from Emirates and Rolex to Disney, Apple, and Airbnb—the text integrates the latest forces reshaping marketing: digital, mobile, and social media; big data and artificial intelligence; customer engagement marketing; globalization; and sustainability. It equips students and practitioners with both the conceptual frameworks and the practical, measurable tools needed to win in a fast-changing, increasingly digital marketplace.
The through-line
- Who it’s for
- A marketing student or practitioner who wants to understand and master how to create value for customers and build profitable customer relationships.
- The problem
- They need to learn how to attract, engage, and retain customers in a fast-changing, increasingly digital and competitive marketplace. They feel overwhelmed by the complexity of marketing concepts, jargon, and the rapid pace of digital change.
- The plan
- Understand the marketplace and customer needs and wants.
- Design a customer value-driven marketing strategy by choosing target markets and a value proposition.
- Build an integrated marketing program (the 4 Ps) that delivers value.
- Engage customers and manage profitable customer relationships.
- Capture value from customers as sales, profits, and customer equity, while measuring marketing ROI.
- The payoff
- The reader can design winning, customer value-driven marketing strategies. · They build deep customer engagement, loyalty, and advocacy. · They can measure and justify marketing investments and improve career employability skills.
See our guide
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Additional reading
- Marketing 3.0: From Products to Customers to the Human Spirit · Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan
The book discusses the evolution of marketing to a more values-driven, human-centric approach, which aligns with the textbook's emphasis on social responsibility and holistic marketing.
- Positioning: The Battle for Your Mind · Al Ries and Jack Trout
Referenced in the textbook as a foundational work on the concept of brand positioning, a core topic of marketing strategy.
- The Tipping Point: How Little Things Can Make a Big Difference · Malcolm Gladwell
The book's concepts of 'Mavens, Connectors, and Salesmen' are discussed as a way to understand how ideas and trends spread through social networks, relevant to word-of-mouth and viral marketing.
- The Long Tail · Chris Anderson
Discussed in a 'Marketing Insight' box, this book proposes that the internet enables profitable selling of a large number of niche products, challenging traditional retail and market segmentation strategies.
- Competitive Strategy · Michael Porter
The book recommends this text for readers who wish to explore the vital subject of competitive strategy in more depth, which is an essential prerequisite to setting appropriate marketing objectives.
- The Marketing Audit: translating marketing theory into practice · Malcolm H. B. McDonald
Mentioned in the preface as a companion text to this book, containing exercises designed to provide a practical bridge between marketing theory and practice for managers.
- Marketing in the Service Sector · John M. Rathmell
Cited frequently throughout the book as a foundational text that helped establish services marketing as a distinct field of study in the 1970s.
- Breaking Free from Product Marketing · G. Lynn Shostack
This seminal 1977 'Journal of Marketing' article is referenced by many authors in the proceedings for its powerful argument that services require a fundamentally different marketing approach and for introducing conceptual tools like 'molecular modeling'.
- The Marketing of Professional Services · Aubrey Wilson
This 1972 book is cited as a pioneering work specifically addressing the unique challenges of marketing for professionals like consultants, recognizing that the 'product' is often inseparable from the provider.
- Marketing for Nonprofit Organizations · Philip Kotler
This book is referenced as the key text that extended marketing thought to the nonprofit sector, providing the theoretical underpinnings for many of the papers in the book's nonprofit track.