Principles of Marketing eBook, 8th Edition

Gary Armstrong all

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Principles of Marketing eBook, 8th Edition

By Gary Armstrong, Sara Denize, Michael Volkov, Stewart Adam, Philip Kotler more
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Gary Armstrong all
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This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Principles of Marketing shows students how customer value – creating it and capturing it – drives every effective marketing strategy.

The 8th edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand community and sales, as well as wider coverage of cases and examples from an Australian perspective.

Now also available in Revel as a separate sale! Contact Pearson for further information or click here

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  • Learning objectives - Each chapter begins with learning objectives that prepare the reader for the chapter material and detail the learning goals
  • Concept map - The concept map graphically previews and positions each chapter and its key concepts, providing a visual guide to enable easy navigation of the chapter content.
  • Linking the concepts - The key concepts are reflected upon at the end of each chapter’s main sections.
  • Highlighted definitions and key terms - Throughout each chapter, definitions in colour are provided in the margin adjacent to where each key term is discussed in the text.
  • Marketing in action - Additional examples and important information are presented in marketing highlight exhibits throughout the book, together with questions for class and individual use.
  • Student learning centre - Each chapter concludes with a section dedicated to student learning. It provides a summary of the chapter relative to the chapter learning objectives, discussion questions, critical thinking exercises and a page-referenced list of the chapter’s key terms.
  • Mini cases - These short application cases at the end of each chapter address current issues and company situations. Questions are linked to the chapter’s learning objectives.
  • Case studies - Appendix 1 sets out case studies that highlight key ideas, stories and marketing strategies. Cases involve smalland medium-sized enterprises, as well as large firms.
New to this edition
The new edition includes:
  • Chapter 13: Digital Marketing Content - This chapter has been thoroughly updated to reflect changes in marketing practises in using direct and digital marketing to build customer engagement, brand community and sales.
  • All new Marketing in Action features bring key concepts to life by presenting current real-world examples such as the importance of culture and Social Selling.
  • Update to cases and examples - All new end of product case studies cover a range of contemporary examples including Digital Marketing: how to strategically differentiate with AI
  • Updated references, research and citations - References and research for all the sources cited within the book have been updated to include the latest research. This ensures students have the opportunity to develop their knowledge and skills that align with contemporary marketing practices.
  • Greater breadth of examples and cases to focus on the Australasian region - To expand the breadth of coverage to an Australasian perspective, including NZ and Asian examples and cases throughout.
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 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 fulfilment 
  • PART 4 Extending marketing
  • 14 Sustainable marketing: Social responsibility, ethics and legal compliance

Download the detailed table of contents