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Authors: Philip Kotler, Gary Armstrong · Publisher: Pearson
Language: English · ISBN: 978-1292341132
Principles of Marketing, Global Edition (18th Edition) presents a comprehensive and modern foundation in marketing theory and practice. This edition reflects today’s fast-changing digital landscape, integrating the latest trends in consumer behavior, social media, global marketing strategies, and data-driven decision-making.
Core marketing concepts and the role of marketing in organizations
Consumer and business buyer behavior
Market segmentation, targeting, and positioning
Product development, branding, and lifecycle strategies
Pricing, distribution, and promotion strategies
Digital marketing, analytics, and global marketing trends
This edition remains one of the most influential and widely used marketing textbooks worldwide. Built on Kotler and Armstrong’s proven framework, it blends theoretical depth with practical applications, real-world case studies, and current marketing technologies—making it highly relevant for today’s students and professionals.
Undergraduate and graduate students studying marketing or business
Instructors teaching foundational marketing courses
Professionals seeking an updated overview of marketing principles
Entrepreneurs who want to understand marketing strategy and consumer insights
The marketing environment and modern marketing management
Marketing research and data analytics
Consumer behavior and customer value creation
Product strategy, branding, and innovation
Integrated marketing communications and digital media
Pricing, distribution channels, and supply chain management
Global marketing opportunities and challenges
Principles of Marketing, Global Edition (18th Edition) provides a clear, comprehensive, and up-to-date guide to understanding and applying marketing concepts. With its strategic approach, real-world examples, and emphasis on digital and global perspectives, it remains an essential resource for students and marketing practitioners.
