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Principles of Marketing

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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.
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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.

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  • 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.

Author(s): Philip Kotler, Gary Armstrong, Sridhar Balasubramanian
Edition: 19
Publisher: Pearson
Year: 2023

Language: English
Pages: 768
City: Harlow

Cover
Half Title
Title Page
Copyright
Dedication
Pearson's Commitment to Diversity, Equity, and Inclusion
Brief Contents
Contents
Preface
About the Authors
Part 1: Defining Marketing and the Marketing Process
Chapter 1. Marketing: Creating Customer Value and Engagement
What Is Marketing?
Marketing Defined
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings—Products, Services, Solutions, and Experiences
Customer Value and Satisfaction
Exchanges and Relationships
Markets
Designing a Customer Value–Driven Marketing Strategy and Plan
Customer Value–Driven Marketing Strategy
Preparing an Integrated Marketing Mix
Managing Customer Relationships and Capturing Customer Value
Engaging Customers and Managing Customer Relationships
Capturing Value from Customers
The Changing Marketing Landscape
The Digital Age: Online, Mobile, and Social Media Marketing
The Growth of Not-for-Profit Marketing
Rapid Globalization
Sustainable Marketing: The Call for More Environmental and Social Responsibility
So What Is Marketing? Pulling It All Together
Developing Skills for Your Career
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Fionamania
Marketing Ethics: Exaggeration and High Pressure
Marketing by the Numbers: Be on the First Page
Company Case: The Walt Disney World Resort: Making Magical Moments
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Company-Wide Strategic Planning: Defining Marketing’s Role
Defining a Market-Oriented Mission
Setting Company Objectives and Goals
Designing the Business Portfolio
Analyzing the Current Business Portfolio
Developing Strategies for Growth and Downsizing
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
Marketing Strategy and the Marketing Mix
Customer Value–Driven Marketing Strategy
Developing an Integrated Marketing Mix
Managing the Marketing Effort and Marketing Return on Investment
Managing the Marketing Effort
Measuring and Managing Marketing Return on Investment
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Lush UK Abandons Social Media
Marketing Ethics: Pharrell Williams’ Humanrace Brand
Marketing by the Numbers: Alphabet versus Meta
Company Case: DuPont: Improving Everyday Life by Solving the World’s Most Challenging Problems
Part 2: Understanding the Marketplace and Consumer Value
Chapter 3. Analyzing the Marketing Environment
The Microenvironment and Macroenvironment
The Microenvironment
The Macroenvironment
The Demographic and Economic Environments
The Demographic Environment
The Economic Environment
The Natural and Technological Environments
The Natural Environment
The Technological Environment
The Political–Social and Cultural Environments
The Political and Social Environment
The Cultural Environment
Responding to the Marketing Environment
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: The Trendiness of Brand Support for Social Causes
Marketing Ethics: Alexa Is HIPPA Compliant
Marketing by the Numbers: Targeting Americans 65 and Older
Company Case: GoPro: From Hero to Zero and Back
Chapter 4. Managing Marketing Information to Gain Customer Insights
Marketing Information and Customer Insights
Marketing Information and Today’s “Big Data”
Developing Customer Insights
The Marketing Information Ecosystem
Assessing Information Needs and Developing Data
Assessing Marketing Information Needs
Developing Marketing Information
Competitive Marketing Intelligence
Marketing Research
Traditional Marketing Research in Transition
Defining the Problem and Research Objectives
Developing the Research Plan
Gathering Secondary Data
Primary Data Collection
Implementing the Research Plan
Interpreting and Reporting the Findings
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
Big Data, Marketing Analytics, and Artificial Intelligence
Distributing and Using Marketing Information
Other Marketing Information Considerations
Marketing Research in Small Businesses and Nonprofit Organizations
International Marketing Research
Public Policy and Ethics in Marketing Research
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Amore Pacific
Marketing Ethics: TikTok
Marketing by the Numbers: Descriptive Research
Company Case: Bayer: Big Data for Customer Insights
Chapter 5. Consumer Markets and Buyer Behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
The Buyer Decision Process and Types of Buying Decision Behavior
The Buyer Decision Process
Types of Buying Decision Behavior
The Customer Journey
The Buyer Decision Process for New Products
Stages in the Adoption Process
Individual Differences in Innovativeness
Influence of Product Characteristics on Rate of Adoption
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Blogvertorials
Marketing Ethics: Limited Forms of Payment
Marketing by the Numbers: Evaluating Alternatives
Company Case: Harley-Davidson: Selling Freedom, Independence, Power, and Authenticity
Chapter 6. Business Markets and Business Buyer Behavior
Business Markets
Market Structure and Demand
Nature of the Buying Unit
Types of Decisions and the Decision Process
Business Buyer Behavior
Major Types of Buying Situations
Participants in the Business Buying Process
Major Influences on Business Buyers
The Business Buyer Decision Process
Problem Recognition
General Need Description
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Engaging Business Buyers with Digital and Social Marketing
E-procurement and Online Purchasing
Business-to-Business Digital and Social Media Marketing
Institutional and Government Markets
Institutional Markets
Government Markets
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: E-Procurement and Mobile Procurement
Marketing Ethics: Meals for Institutional Markets
Marketing by the Numbers: From Gaming to Public Safety
Company Case: Caterpillar: Creating Value for Industrial Customers
Part 3: Designing a Customer Value–Driven Strategy and Mix
Chapter 7. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
Marketing Strategy
Market Segmentation
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
Market Targeting
Evaluating Market Segments
Selecting Target Market Segments
Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy
Communicating and Delivering the Chosen Position
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Using Social Media for Inclusive Hyperlocal Segmentation
Marketing Ethics: Cameo: Do the Celebrity Connections Reinforce Gender Pay Gaps?
Marketing by the Numbers: At-Home Workouts
Company Case: Outschool: Personalized Education for All
Chapter 8. Products, Services, and Brands: Building Customer Value
What Is a Product?
Products, Services, and Experiences
Levels of Product and Services
Product and Service Classifications
Product and Service Decisions
Individual Product and Service Decisions
Product Line Decisions
Product Mix Decisions
Services Marketing
The Nature and Characteristics of a Service
Marketing Strategies for Service Firms
The Service Profit Chain
Branding Strategy: Building Strong Brands
Brand Equity and Brand Value
Building Strong Brands
Managing Brands
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Dyson: A Formula for Brand Extension
Marketing Ethics: Cutthroat Prices
Marketing by the Numbers: Coca-Cola Considers the Cost of Cannibalization
Company Case: Avocados From Mexico: Building a Brand in a Brandless Category
Chapter 9. Developing New Products and Managing the Product Life Cycle
New Product Development Strategy
The New Product Development Process
Idea Generation
Idea Screening
Concept Development and Testing
Marketing Strategy Development
Business Analysis
Product Development
Test Marketing
Commercialization
Managing New Product Development
Product Life-Cycle Strategies
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Additional Product and Service Considerations
Product Decisions and Social Responsibility
International Product and Services Marketing
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Barbie in the Digital Age
Marketing Ethics: Space Tourism
Marketing by the Numbers: Dental House Calls
Company Case: Toyota: Developing a Million New Product Ideas Every Year
Chapter 10. Pricing: Understanding and Capturing Customer Value
What Is Price?
Major Pricing Strategies
Customer Value–Based Pricing
Cost-Based Pricing
Competition-Based Pricing
Other Internal and External Considerations Affecting Price Decisions
Overall Marketing Strategy, Objectives, and Mix
Organizational Considerations
The Market and Demand
The Economy
Other External Factors
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Intuit QuickBooks
Marketing Ethics: Should Large Passengers Pay More for Airline Tickets?
Marketing by the Numbers: Rock Bottom Promotional Pricing
Company Case: Gillette: Searching for the Right Price in a Volatile Market
Chapter 11. Pricing Strategies: Advanced Topics
New Product Pricing Strategies
Market-Skimming Pricing
Market-Penetration Pricing
Product Mix Pricing Strategies
Product Line Pricing
Optional-Product Pricing
Captive-Product Pricing
By-Product Pricing
Product Bundle Pricing
Price Adjustment Strategies
Discount and Allowance Pricing
Segmented Pricing
Psychological Pricing
Promotional Pricing
Geographical Pricing
Dynamic and Personalized Pricing
International Pricing
Price Changes
Initiating Price Changes
Responding to Price Changes
Public Policy and Pricing
Pricing within Channel Levels
Pricing across Channel Levels
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: RetailMeNot
Marketing Ethics: Changing the Price
Marketing by the Numbers: Lose Some Customers, Be Better Off?
Company Case: Casper: A Pricing Strategy That Flipped the Mattress Industry
Chapter 12. Marketing Channels: Delivering Customer Value
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
How Channel Members Add Value
Channel Behavior and Organization
Channel Behavior
Vertical Marketing Systems
Horizontal Marketing Systems
Multichannel Distribution Systems
Changing Channel Organization
Channel Design Decisions
Analyzing Consumer Needs
Setting Channel Objectives
Identifying Major Alternatives
Evaluating the Major Alternatives
Designing International Distribution Channels
Channel Management Decisions
Selecting Channel Members
Managing and Motivating Channel Members
Evaluating Channel Members
Public Policy and Distribution Decisions
Marketing Logistics and Supply Chain Management
Nature and Importance of Marketing Logistics
Sustainable Supply Chains
Goals of the Logistics System
Major Logistics Functions
Integrated Logistics Management
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Members Only?
Marketing Ethics: Ethical Sourcing
Marketing by the Numbers: Drinking from the Source
Company Case: Weyerhaeuser: Riding Out the Supply Chain Storm
Chapter 13. Retailing and Wholesaling
Retailing
Retailing: Connecting Brands with Consumers
The Shifting Retailing Model
Store Retailing
Non-Store Direct Retailing
Omni-Channel Marketing: Blending In-Store, Online, Mobile, and Social Media Channels
Retailer Marketing Decisions
Segmentation, Targeting, Differentiation, and Positioning Decisions
Product Assortment and Services Decision
Price Decision
Promotion Decision
Place Decision
Retailing Trends and Developments
Increased Uncertainty and Disruption
Tighter Consumer Spending
New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
The Rise of Megaretailers
Rapid Advances in Retail Technology
Sustainable Retailing
Global Expansion of Major Retailers
Wholesaling
Types of Wholesalers
Trends in Wholesaling
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Taco Bell’s Social Media Strategy
Marketing Ethics: Nordstrom’s 2025 Corporate Social Responsibility Goals
Marketing by the Numbers: The Hauz of Spize
Company Case: Ulta Beauty: Where the Experience Is Beautiful
Chapter 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
The Promotion Mix
Integrated Marketing Communications
The New Marketing Communications Model
The Need for Integrated Marketing Communications
Developing Effective Marketing Communication
A View of the Communication Process
Steps in Developing Effective Marketing Communication
Nonpersonal Communication Channels
Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Shaping the Overall Promotion Mix
Integrating the Promotion Mix
Socially Responsible Marketing Communication
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: “You rTable Is Ready”
Marketing Ethics: It’s a Powerful Thing to Be Seen
Marketing by the Numbers: Never-Ending Cola War
Company Case:Nestlé: Integrating Marketing Communication into Daily Operations
Chapter 15. Advertising and Public Relations
Advertising
Major Advertising Decisions
Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy
Evaluating Advertising Effectiveness and the Return on Advertising Investment
Other Advertising Considerations
Public Relations
The Role and Impact of PR
Major Public Relations Tools
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Volkswagen’s “The Last Mile” Campaign
Marketing Ethics: YesStraws
Marketing by the Numbers: Advertising Costs
Company Case: Hyundai: An Integrated Marketing Communications Campaign That’s “Wicked Smaht”
Chapter 16. Personal Selling and Sales Promotion
Personal Selling
The Nature of Personal Selling
The Role of the Sales Force
Managing the Sales Force
Designing the Sales Force Strategy and Structure
Recruiting and Selecting Salespeople
Training Sales people
Compensating Salespeople
Supervising and Motivating Salespeople
Evaluating Salespeople and Sales Force Performance
Social Selling: Using Digital Sales Platforms and Tools
The Personal Selling Process
Steps in the Selling Process
Personal Selling and Managing Customer Relationships
Sales Promotion
The Rapid Growth of Sales Promotion
Sales Promotion Objectives
Major Sales Promotion Tools
Developing the Sales Promotion Program
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Driving Sales Digitally at Global Industrial
Marketing Ethics: Selling Both Financial Advisory and Auditing Services to the Same Customer?
Marketing by the Numbers: The Foundry
Company Case: Urban Outfitters: Brand-Building Rewards Program Promotions
Chapter 17. Digital Marketing
Understanding Digital Marketing
The New Digital Marketing Model
Benefits of Digital Marketing to Buyers and Sellers
Preparing for a Digital Marketing Campaign
Knowing the Digital Consumer
Understanding Consumer Omni-Channel Navigation Behavior
Using Experimentation to Understand What Works
Employing Digital Channels in an Omni-Channel Strategy
Online Marketing
Social Media Marketing
Mobile Marketing
Creating an Integrated Omni-Channel Strategy
Public Policy Issues in Digital Marketing
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Can Social Media Raise Awareness of Uniqlo in the United States?
Marketing Ethics: Customized Insurance
Marketing by the Numbers: Uniqlo’s Fast-Moving Image Campaign
Company Case: Instagram: A Win-Win-Win for the Company, Advertisers, and Instagrammers
Part 4: Extending Marketing
Chapter 18. Creating Competitive Advantage
Competitor Analysis
Identifying Competitors
Assessing Competitors
Selecting Competitors to Attack and Avoid
Designing a Competitive Intelligence System
Competitive Strategies
Approaches to Marketing Strategy
Basic Competitive Strategies
Competitive Positions
Market Leader Strategies
Market Challenger Strategies
Market Follower Strategies
Market Nicher Strategies
Balancing Customer and Competitor Orientations
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Are the Bells Tolling for the Conventional Automobile?
Marketing Ethics: Is Ugly Produce a True Food Waste Solution?
Marketing by the Numbers: Changing Numbers in the Smartphone Market
Company Case: Nokia: Finding Strength by Abandoning Its Core Business
Chapter 19. The Global Marketplace
Global Marketing Today
Understanding the Global Marketing Context
Political Context
Economic Context
Sociocultural Context
Technological Context
The Legal and Institutional Context
The Environmental and Ecological Context
Deciding Whether to Go Global and Which Markets to Enter
Deciding Whether to Go Global
Deciding Which Markets to Enter
Deciding How to Enter Global Markets
Exporting
Joint Venturing
Direct Investment
Deciding on the Global Marketing Program
Product
Promotion
Price
Distribution Channels
Deciding on the Global Marketing Organization
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Customized Shoes from Nike by You
Marketing Ethics: Unlicensed and Counterfeit Products
Marketing by the Numbers: Peloton Pedals to Australia
Company Case: Huawei: Running the Global Telecommunications Race
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
Sustainable Marketing
Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
Marketing’s Impact on Society as a Whole
Marketing’s Impact on Other Businesses
Pathways to Sustainable Marketing
Consumer Actions to Promote Sustainable Marketing
Business Actions toward Sustainable Marketing
Building a Sustainable Marketing Organization
Sustainable Marketing Principles
The Sustainable Marketing Organization
Reviewing And Extending The Concepts
Objectives Review
Key Terms
Discussion Questions
Critical Thinking Exercises
Applications And Cases
Digital Marketing: Politically Neutral Social Media
Marketing Ethics: Dr. Bronner Spews the Soap!
Marketing by the Numbers: Gouging Their Eyes Out
Company Case: H&M: Offering Sustainable Fashion and Quality at the Best Price
Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
Appendix 3: Careers in Marketing
Glossary
References
Index
Brand, Company, Name,and Organization Index
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Subject Index
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