Foundations of Marketing, 1st Edition ©2025

Foundations of Marketing, published by Pearson, shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

  • Innovative customer-value framework for marketing fundamentals
  • Revised to reflect major trends impacting contemporary marketing
  • Illustrates how top companies use digital technologies
  • Presents techniques to maximize customer engagement and shape brands
  • Powerful Pearson MyLab® Course
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Developed for today’s high school business student

This edition of a classic marketing text includes additional foundational instruction designed to help high school students succeed in college and careers

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Renowned Authorship

The coauthors (Phillip Kotler, Gary Armstrong, and Sridhar Blasubramanin) are highly respected, award-winning leaders in the marketing industry.

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Up-to-date Coverage of Current Topics

The esteemed authorship’s deep involvement in the marketing industry gives them special insight into today’s latest developments.

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Comprehensive Program Components

The program features a Student Edition in both print and online formats, accompanied by online multimedia assignments, teacher resources, and a Gradebook for tracking student progress.

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Premium Digital Resources

Digital student resources include engaging videos and interactive assignments on the Pearson MyLab® Platform.

Ignite Student Interest in the Marketing Industry

  • Relatable Examples and Case Studies
  • Appeal to Visual Learners
  • Engage and Extend Learning

Relatable Examples and Case Studies

  • Relevant Examples
    • Highlight the marketing strategies of products and brands students use every day.
    • Prompts students to consider their own ideas and impressions of marketing.
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Appeal to Visual Learners

  • Vivid photos
    Vivid photos bring concepts to life.
  • Charts and Diagrams
    Information is frequently presented in charts, graphs, and diagrams.
  • Easy-to-read Design
    Easy-to-read design engages learners.
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Engage and Extend Learning

  • Chapter Preview
    The Chapter Preview gives context to the chapter.
  • Stop and Jot
    Stop and Jot features combine critical thinking with writing practice.
  • Real Marketing
    Real Marketing provides high-interest case studies of marketing success stories.
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Access and Interact with Foundations of Marketing Content

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Pearson MyLab® Overview

Tour the engaging features of the Pearson MyLab® learning platform.

Online platform for Your Foundations of Marketing CTE Curriculum

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Pearson MyLab® gives every student personalized tools to succeed. The flexible, online experience combines unrivaled content, assessments, and customization. Each course has a foundation of interactive course-specific content that can be tailored and assigned as the teacher sees fit.

Additional Resources for Foundations of Marketing, 1st Edition

  • Downloadable Teacher Resources
  • Teacher’s Wraparound Edition
  • Test Bank with TestGen®
  • Visual Aid Presentations

Downloadable Teacher Resources

Access the complete collection of Teacher Resources provided for Foundations of Marketing, 1st Edition.

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Teacher’s Wraparound Edition

This powerful teaching resource includes the full Student Edition with point-of-use teaching tips, discussion questions, projects, and instruction plans for Advanced, Less Advanced, Special Needs, and ELL students.



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Test Bank with TestGen®

The Test Bank includes a bank with hundreds of questions in True/False, Multiple Choice, and Fill-in-the-Blank question types. The TestGen software automatically grades and randomizes questions and provides detailed reports.



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Visual Aid Presentations

Classroom presentations in PowerPoint® and Rise formats present Key Terms, Lesson Objectives, and Scenario-Based activities.

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Frequently Asked Questions About Foundations of Marketing

  • What topics are included in the Table of Contents?
    PART 1: MARKETING AND YOU
    • What is Marketing?
    • Marketing Careers
    • The Professional Marketer
    PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
    • Analyzing the Marketing Environment
    • Evaluating Opportunities
    • Understanding Consumer Buying Behavior
    • Understanding Business Buying Behavior
    • The Decision-Making Process
    PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
    • Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
    • Products, Services, and Brands: Building Customer Value
    • Developing New Products and Managing the Product Life Cycle
    • Pricing: Understanding and Capturing Customer Value
    • Marketing Channels: Delivering Customer Value
    • Retailing and Wholesaling
    • Integrated Marketing Communications Strategy
    • Social Media and Digital Marketing
    • Advertising, Publicity, and Public Relations
    • Personal Selling and Sales Promotion
    PART 4: EXTENDING MARKETING
    • Creating Competitive Advantage
    • The Global Marketplace
    • Sustainable Marketing: Social Responsibility and Ethics
  • What grade levels is this text appropriate for?
    Grades 9-12
  • What types of courses is this text best suited for?
    This program is designed for Introduction to Marketing or Marketing and Sales courses.
  • What Student Resources are available?
    Available Student Resources include the print Student Edition and student access to the Pearson MyLab® course.
  • What Teacher Resources are available?
    Available Teacher Resources include the print Teacher’s Wraparound Edition, teacher access to the Pearson MyLab® course, TestGen® Test Bank, and Visual Aid Presentations in PowerPoint® and Rise formats.
  • What are the digital license options?
    Student digital access to Pearson MyLab® can be purchased for 1 or 6 years.
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PEARSON, MYLAB, REVEL, Pearson Logo are trademarks owned and/or registered by Pearson plc and/or its affiliates. All other third party marks associated with these products are the property of their respective owners. Copyright in the works referenced herein is owned by Pearson Education, Inc. Pearson Education has control over the editorial content in these instructional materials.

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