Principles of Marketing, 19th Edition

Principles of Marketing is an introductory college textbook, here in its 19th edition from 2023, written by Philip Kotler with Gary Armstrong and, in this edition, Sridhar Balasubramanian. It builds the subject around creating value for customers and capturing value in return. The chapters cover understanding markets and buyers, segmentation and targeting, products and brands, pricing, distribution channels and promotion, as well as the wider role of marketing in society. Kotler is an American professor and long-time author in the field.