Features and Benefits

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 

Create value for customers in order to capture value from customers in return

  • EXPANDED! Show how today’s marketers are good at creating customer value, engaging customers, and managing customer relationships via a five-step marketing process model. This innovative customer-value and engagement framework is carefully developed in the first two chapters and then fully integrated throughout the remainder of the text.

Engage with customers using today’s digital and social media

  • NEW! and UPDATED! Fresh coverage in both traditional marketing areas and on fast-changing and trending topics such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, the Internet of Things and more, have been updated, and new examples have been added.
  • Chapter 1 contains refreshed sections on Customer Engagement and Today’s Digital and Social Media and Consumer-Generated Marketing.
  • Chapter 4 has updated information on big data and real-time research to gain deeper customer insights.
  • Chapter 5 discusses creating social influence and customer community through digital and social media marketing.
  • Chapter 9 covers customer co-creation and customer-driven new-product development.
  • Chapter 13 contains updates on omni-channel retailing.
  • Chapters 14 and 15 discuss marketing content curation and native advertising.
  • Chapter 16 walks through sales force social selling.
  • EXPANDED! Chapter-opening vignettes offer an engaging, deeply developed, illustrated, and annotated marketing story that introduces the chapter material and sparks student interest.

Build and manage strong, value-creating brands

  • Demonstrate how marketers develop meaningful connections with material on customer engagement, 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. 

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! 18 End-of-chapter Company Cases have been added, letting students apply what they’ve learned to actual company and brand situations.
  • EXPANDED! Integrated chapter-opening preview sections start with a Chapter Preview, which briefly previews chapter concepts, links them with previous chapter concepts, and introduces the chapter-opening story.
  • UPDATED! Real-world marketing examples show concepts in action, and bring key course concepts to life. Each chapter-opening vignette and Real Marketing highlight is either new or has been updated to provide fresh and relevant insight.
    • Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Nike, Google, Amazon, Apple, Netflix, Harley-Davidson, Kellogg, Lego, Spirit Airlines, Uber, GE, and Mountain Dew.
  • UPDATED! Facilitate critical thinking and discussion with 16 new Video Cases containing brief, end-of-chapter summaries and discussion questions. This section also helps students to keep track of and apply what they’ve learned in the chapter. 
  • Applications and Cases. Brief Online, Mobile, and Social Media Marketing; Marketing Ethics; and Marketing by the Numbers sections at the end of each chapter provide short applications cases that facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis.
  • NEW! Coverage highlights the increasing importance of sustainable marketing.
  • NEW! Discussions and examples of the growth in global marketing have been added.
  • Each figure contains author comments that ease student understanding and help organize major text sections.
  • An Objective Outline provides a helpful preview of chapter contents and learning objectives, complete with page numbers.

Foster sustainable marketing around the globe

  • UPDATED! Coverage throughout highlights the increasing importance of sustainable marketing that meet both the immediate and the future needs of customers, companies, and society as a whole.
  • NEW! Demonstrate the growth of global marketing with new discussions and examples of the challenges and opportunities marketers face in fast-growing emerging markets such as China, India, Brazil, Africa, and others.

Measure and manage return on marketing

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

Also available with MyLab® Marketing

MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

  • NEW! MediaShare for Business. Consisting of a curated collection of business videos tagged to learning outcomes and customizable, auto-scored assignments, MediaShare for Business now helps students understand why they are learning key concepts and how they will apply those in their careers. Instructors can also assign favorite YouTube clips or original content and employ MediaShare’s powerful repository of tools to maximize student accountability and interactive learning, and provide contextualized feedback for students and teams who upload presentations, media, or business plans.                
  • UPDATED! 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. Fully re-written and with several new topics, decision-making mini-simulations are now available with an updated design and workflow. 
  • The Enhanced eText keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. The worked examples, animations, and interactive tutorials bring learning to life, and algorithmic practice allows students to apply the very concepts they are reading about. Combining resources that illuminate content with accessible self-assessment, MyLab Marketing with Enhanced eText provides students with a complete digital learning experience--all in one place.
    • And with the Pearson® eText 2.0 mobile app (available for select titles) students can now access the Enhanced eText and all of its functionality from their computer, tablet, or mobile phone. Because students’ progress is synced across all of their devices, they can stop what they’re doing on one device and pick up again later on another one—without breaking their stride. 
  • 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 Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.             
  • Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and accessible on smartphones, tablets, and computers. NEW! Instructors can now remove questions from Dynamic Study Modules to better fit their course.
  • Video Exercises 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.
  • Learning Catalytics™ helps you generate class discussion, customize your lecture, and promote peer-to-peer learning with real-time analytics. As a student response tool, Learning Catalytics uses students’ smartphones, tablets, or laptops to engage them in more interactive tasks and thinking.
    • NEW! Upload a full PowerPoint® deck for easy creation of slide questions
    • NEW! Team names are no longer case sensitive
    • Help your students develop critical thinking skills
    • Monitor responses to find out where your students are struggling
    • Rely on real-time data to adjust your teaching strategy
    • Automatically group students for discussion, teamwork, and peer-to-peer learning
  • 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.


Help students learn how to create value through customer connections 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, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.


Also available with MyLab® Marketing

MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.