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Principles of Marketing with MyMarketingLab, Global Edition

Principles of Marketing with MyMarketingLab, Global Edition

16th Edition

Philip Kotler, Gary Armstrong

May 2015, Book with Online Course Access
ISBN13: 9781292092591
ISBN10: 1292092599
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
This product has been replaced by Principles of Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition

This title cannot be purchased online
This title is available in the following formats:
Format RRP
Book with Online Course Access £67.82 
PDF eBook £58.99 
Electronic Product £45.00 
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This package contains Kotler, Principles of Marketing Global edition 16e and access to MyMarketingLab.

Important information for students:

You need both an access code and a course ID to access MyMarketingLab. Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

For Principles of Marketing courses that require a comprehensive text.
This package includes MyMarketingLab®

Help students learn how to create customer value and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Personalize learning with MyMarketingLab
MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Hands-on activities and exercises enable students to better understand and master course concepts, and the skills required to be successful marketers today.

Find out more at

Part 1. Defining Marketing and the Marketing Process
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2. Understanding the Marketplace and Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior

Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Digital, Mobile, and Social Media Marketing

Part 4. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics

1. Marketing Plan
2. Marketing by the Numbers
3. Marketing Careers


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.

Present five major themes using a clear and compelling customer-value approach

The text’s innovative customer-value and engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. From beginning to end, this marketing process model builds on five major customer value and engagement themes:

  • Creating value for customers in order to capture value in return
  • Engaging with customers using today’s digital and social media
  • Building and managing strong, value-creating brands
  • Measuring and managing return on marketing
  • Fostering sustainable marketing around the globe

Engage with customers using today’s digital and social media

  • NEW: Help students understand how marketers, brands, and customers engage each other with detailed coverage of new digital marketing technologies, including online, mobile, and social media engagement technologies, “real-time listening” and “big data” research tools, online influence and brand communities, location-based marketing, the use of social media and social selling in B2B marketing, and consumer Web, social media, and mobile marketing.
  • NEW: Introduce exciting new developments in digital and social media marketing with a new Chapter 1 section on The Digital Age: Online, Mobile, and Social Media Marketing. UPDATED: Dig deeply into digital marketing tools that engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-ready TVs, and other digital devices with a completely revised Chapter 17 on Direct, Online, Social Media, and Mobile Marketing.
  • NEW: Illustrate how companies employ digital technology to gain competitive advantage with new stories and examples that detail strategies from traditional marketing all-stars like Nike, P&G, Coca-Cola, Walmart, IBM, and McDonald’s to new-age digital competitors such as Google, Amazon, Apple, Netflix, Pinterest, and Facebook.

Build and manage strong, value-creating brands

  • NEW: Demonstrate how marketers develop meaningful connections with substantial new material on customer engagement and related developments such as consumer empowerment, crowdsourcing, customer co-creation, consumer-generated marketing, and real-time marketing. Readers will learn how marketers are building direct and continuous customer involvement that shapes brands, brand conversations, brand experiences, and brand communities.
  • UPDATED: Provide current and encompassing coverage of developments in the fast-changing area of integrated marketing communications, including contact marketing and blending traditional media with new digital and social media tools to create more targeted, personal, and engaging customer relationships.

Measure and manage return on marketing

  • NEW: Give students practice measuring and managing return on marketing with new end-of-chapter financial and quantitative marketing exercises. Students can apply analytical thinking to relevant concepts in each chapter, and link chapter concepts to the text’s comprehensive Appendix 2: Marketing by the Numbers.

Foster sustainable marketing around the globe

  • NEW: Highlight the increasing importance of sustainable marketing with new discussions and examples that show how sustainable marketing calls for socially and environmentally responsible actions.
  • UPDATED: Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets.

Help students learn, link, and apply major concepts with an innovative learning design

Enhance learning with the text’s active and integrative presentation, including annotated chapter-opening stories, chapter-opening objective outlines, author comments on major chapter sections, and end-of-chapter features that help to summarize important concepts and highlight important themes.

  • NEW/UPDATED: Show concepts in action, and bring key course concepts to life with real-world marketing examples. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.
  • NEW/UPDATED: Students can apply what they learn to actual company situations with 20 new or revised end-of-chapter Company Cases.
  • NEW: Facilitate critical thinking and discussion with 20 new Video Case sections containing brief, end-of-chapter summaries and discussion questions.

MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Also available with MyMarketingLab®

This title is also available with MyMarketingLab. MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments.


  • The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text , and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.
  • Dynamic Study Modules: Not every student learns the same way and at the same rate. Now, thanks to advances in adaptive learning technology, you no longer have to teach as if they do.

    Dynamic Study Modules assess student performance and activity in real time and, using data and analytics, personalize content to reinforce concepts that target each student's strengths and weaknesses. You can assign Dynamic Study Modules as homework and receive results right in your gradebook. And, because your students are always on the go, Dynamic Study Modules can be accessed from any computer, tablet, or smartphone.
  • Enhanced eText: Engagement in lecture is essential to student success, and continuing that engagement outside of class is just as critical. The new Enhanced eText found within Pearson’s MyLab keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material.

    Just as a great instructor brings course material to life, the Enhanced eText brings reading to life — with animations, interactive tutorials, and more. In the Enhanced eText, immediate practice suited to a variety of learning styles is just a click away.


  • Learning Catalytics™ is an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:
    • Pose a variety of open-ended questions that help your students develop critical thinking skills
    • Monitor responses to find out where students are struggling
    • Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class
    • Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning
  • Business Today: Bring current events alive in your classroom with videos that illustrate current and topical business concepts.
  • Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.


  • Branching, Decision-Making Simulations: Decision-making simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.
  • Video Exercises: These engaging videos explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.
  • Writing Space: Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily. Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. And because of integration with Turnitin®, Writing Space can check students’ work for improper citation or plagiarism.
Quizzes and Tests: Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.