Principles of Marketing

Principles of Marketing is a foundational textbook that introduces core marketing concepts, strategies, and theories. It explores how organizations create customer value, build relationships, and navigate complex market environments. The text covers product development, pricing, distribution, and promotional strategies through real-world business examples and analytical frameworks. Designed for academic instruction, it provides a comprehensive overview of modern marketing management principles.

by Philip Kotler, Gary Armstrong

Prentice-Hall · First published 1980 · 684 pages