Principles of marketing

Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler

Research output: Book/ReportBook


A flagship marketing resource that provides 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.

The latest 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.
Original languageEnglish
Place of PublicationMelbourne
PublisherPearson Education Australia
Number of pages550
ISBN (Print)9781488611841
Publication statusPublished - 2018
Externally publishedYes


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