For principles of marketing courses.

An innovative customer-value framework, from top experts

Principles of Marketing is a longtime global leader for introductory marketing courses. Acclaimed authors Philip Kotler, Gary Armstrong and Sridhar Balasubramanian merge core marketing concepts with strategies for creating a loyal customer base. The content parallels the marketing process, moving from consumer research to customer-driven strategies to marketing-mix models and, finally, broadly integrated elements.

The 20th Edition reflects major trends and shifting forces impacting marketing today, including AI applications across marketing areas. A breadth of new examples shows how companies are using digital technology to more fully engage customers and shape brand experiences and loyalty.