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Principles of Marketing

Philip Kotler, Gary Armstrong · 18th Edition · ISBN 9780136713364 · Pearson

Complete chapter-by-chapter study guide aligned with Principles of Marketing (18th Edition). Includes summaries, learning objectives, and exam-style practice questions for all 20 chapters.

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Chapter index

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating Customer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2: Understanding the Marketplace and Customer Value

Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Consumer Markets and Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Strategy and Mix

Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Products, Services, and Brands: Building Customer Value
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11: Pricing Strategies: Additional Considerations
Chapter 12: Marketing Channels: Delivering Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 14: Engaging Consumers and Communicating Customer Value
Chapter 15: Advertising and Public Relations
Chapter 16: Personal Selling and Sales Promotion
Chapter 17: Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing

Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics

About this study guide

This is an original study guide written to align with the topics and learning objectives covered in Principles of Marketing (18th Edition) by Philip Kotler, Gary Armstrong. It is not affiliated with, endorsed by, or licensed by Pearson or the textbook's authors. All summaries, practice questions, and explanations are independently authored.