Principles of Marketing eBook, 7th Edition

Gary Armstrong all

View sample pages

Principles of Marketing eBook, 7th Edition

By Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler
In stock
Add to cart
Gary Armstrong all
Published Date
This product displayed is the 7th Edition. We have a new edition available. Click here for further details. Please note that you should always check with your instructor which edition is your prescribed text

An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning.

Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.

This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.

The full text downloaded to your computer

With eBooks you can:

  • search for key concepts, words and phrases
  • make highlights and notes as you study
  • share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.


  • Learning objectives prepare the reader for the chapter material and detail the learning goals
  • Concept maps provide a visual guide to chapter content and key concepts
  • Marketing in action - highlights examples and information together with questions for class and individual use
  • Student learning centre - provides a summary of the chapter, discussion questions, critical thinking exercises and key terms
  • Mini cases - address current issues and company situations. With questions linked to the learning objectives
Table of contents

Part 1 Defining marketing and the marketing process
1 Marketing: Creating and capturing customer value
2 Company and marketing strategy: Partnering to build customer engagement, value and relationships

Part 2 Understanding the marketplace and consumers
3 The marketplace and customers: Analysing the environment
4 Marketing analytics: Gaining customer insights
5 Buyer behaviour: Understanding consumer and business buyers

Part 3 Designing a customer-driven strategy and mix
6 Customer-driven marketing strategy: Creating value for target customers
7 Products, services and brands: Offering customer value
8 New products: Developing and managing innovation
9 Pricing: Capturing customer value
10 Placement: Customer value fulfilment
11 Communicating customer value: Advertising and public relations
12 Personal selling and sales promotion: Creating value in relationships
13 Direct and digital marketing: Interactivity and fulfillment

Part 4 Extending marketing
14 Sustainable marketing: Social responsibility, ethics and legal compliance

Appendix 1 Case studies
Appendix 2 The marketing plan: An introduction
Appendix 3 Marketing analytics spotlights
Appendix 4 Careers in marketing

Download the detailed table of contents >