Principles of Marketing, 18th Edition © 2021

The latest edition of Principles of Marketing, published by Pearson, reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships.

  • Fundamental marketing information
  • Innovative customer-value framework
  • Helps students understand how to build customer relationships
  • Powerful Pearson MyLab® Platform
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Marketing Principles Program with Digital Integration

Introduce students to the ideas and concepts behind successful contemporary marketing strategies that engage customers.

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Relevant, Real-World Application


Students learn about the major trends impacting contemporary marketing alongside the bedrock skills and know-how needed to succeed in the field.

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Career Exploration



Participants in the course see how the roles of a marketing team interact with one another. That way they can see where their skills and interests might fit into a career path.

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21st Century Skills



The new edition of Principles of Marketing examines how actual companies have built connections and communities with today’s technologically savvy customers using social media and other new tools of the trade.

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Content Marketing and Marketing Communications

Fresh material covers the contemporary trends around curating and sharing marketing content in paid, owned, earned, and shared media.

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All that’s new in the 18th Edition of Principles of Marketing

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  • New Real-World Brand Stories
  • Customer Engagement Framework
  • Fast-Changing Marketing Trends and Topics

New Real-World Brand Stories

  • Illustrating Brand Strategies
    The eighteenth edition of Principles of Marketing is loaded with new brand stories, highlight features, cases, in-text examples, and end-of-chapter exercises and features that illustrate brand strategies and contemporary marketing issues and let students apply what they’ve learned.
  • Chapter-Opening Vignettes
    Bring marketing to life with new or heavily revised chapter-opening vignettes and boxed features that highlight relevant companies and marketing issues. Loads of new in-text examples throughout illustrate contemporary marketing practice.
  • New Company Cases
    The eighteenth edition provides 20 new company cases where students can apply what they learn to actual company situations. End-of-chapter discussion questions, critical thinking exercises, and other applications features are also new and revised.
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Customer Engagement Framework

  • Customer Engagement Framework
    The new edition helps teachers guide their students through the creation of cohesive strategies for direct and continuous customer involvement.
  • Building Brand Experiences
    Examples and exercises work through shaping brands, conversing with potential and current customers, and building brand experiences, advocacy, and communities.
  • Customer Engagement
    Revisions throughout the text offer fresh coverage of the latest customer engagement tools, practices, and developments.
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Fast-Changing Marketing Trends and Topics

  • Up-to-Date Topics
    This edition adds fresh coverage of both traditional marketing areas and fast-changing topics such as digital, mobile, and social media marketing. Customer engagement marketing; the customer journey; big data, artificial intelligence, and new marketing analytics play a significant role as well.
  • Digital Transformations
    Students further explore the major digital transformation in marketing research; omni-channel marketing and the massive shifts in today’s retailing; direct-to-consumer marketing (DTC); real-time customer listening and marketing.
  • Marketing Content Creation
    Lessons on marketing content creation and native advertising; B-to-B social media and social selling; online and dynamic pricing; sustainability; global marketing; and much more round out the actionable ideas students encounter throughout the course.
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Access and Interact with Principles of Marketing Content

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Pearson MyLab® Overview

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

Online Platform for your Marketing Principles CTE Curriculum

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MyLab® from Pearson offers the flexibility of all-online or blended instruction that makes the most of your available technology.

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Additional Resources for Principles of Marketing

Download Teacher Resources
  • Downloadable Teacher Resources
  • Instructor’s Manual
  • Test Bank with TestGen®
  • PowerPoint® Presentations

Access the complete collection of Teacher Resources provided for Principles of Marketing.

Download Teacher Resources
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The downloadable Instructor’s Manual equips teachers with chapter overviews, objectives, outlines, discussion questions, teaching suggestions, and more!

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The Test Bank includes multiple choice, fill-in-the-blank, and True/False questions for each chapter.

TestGen helps you quickly create paper quizzes and tests that supplement the content in your textbook, without creating extra work for you.



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PowerPoint presentations are provided for each chapter, offering straightforward outlines and notes to use for class lectures or study materials. Photos, illustrations, charts, and tables from the book are included in the presentations when applicable.

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Frequently asked questions about Principles of Marketing

  • What topics are included in the Table of Contents?

    PART 1: DEFINING MARKETING AND THE MARKETING PROCESS

    • Marketing: Creating Customer Value and Engagement
    • Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

    PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

    • Analyzing the Marketing Environment
    • Managing Marketing Information to Gain Customer Insights
    • Consumer Markets and Buyer Behavior
    • Business Markets and Business Buyer Behavior

    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
    • Pricing Strategies: Additional Considerations
    • Marketing Channels: Delivering Customer Value
    • Retailing and Wholesaling
    • Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
    • Advertising and Public Relations
    • Personal Selling and Sales Promotion
    • Direct, Online, Social Media, and Mobile Marketing

    PART 4: EXTENDING MARKETING

    • Creating Competitive Advantage
    • The Global Marketplace
    • Sustainable Marketing: Social Responsibility and Ethics

    APPENDICES

    • Marketing Plan
    • Marketing by the Numbers
    • Careers in Marketing

     

  • 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 introductory marketing courses.
  • What Student Resources are available?
    Available Student Resources include the print Student Edition and student access to the Pearson MyLab® online course.
  • What Teacher Resources are available?
    Available Teacher Resources include the downloadable Instructor's Manual, TestGen® Test Bank, Visual Aid PowerPoint® presentations, and teacher access to the Pearson MyLab® online course.
  • What are the digital license options?
    Student digital access to Pearson MyLab® can be purchased for 1 year.
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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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