Principles of Marketing

Principles of Marketing, 18th Edition, provides comprehensive coverage for introductory marketing courses. The text organizes foundational concepts around an updated five-step customer engagement framework, illustrating how organizations create value for consumers and capture value in return through active customer involvement.

Coverage balances core marketing strategies with rapid technological and analytical shifts. Discussion addresses traditional marketing foundations alongside fast-moving developments in digital channels, social media, artificial intelligence, and marketing analytics.

Released as a Pearson Global Edition, the textbook incorporates content tailored specifically for students outside the United States. Practical study elements connect theoretical principles to commercial practice through features such as company cases.