Overview

For principles of marketing courses. A practical introduction to marketing in the digital age. Marketing: An Introduction shows how effective marketing creates and captures customer value, while providing a step-by-step model for customer engagement. By exploring trends shaping modern marketing, the authors deliver the context needed to drive home basic marketing concepts, strategies and practices. The 16th Edition provides up-to-date coverage of digital developments, from AI and social media engagement to 'big data' and omnichannel strategy. New brand stories, cases, in-text examples and end-of-chapter exercises illustrate contemporary brand strategies and marketing issues.

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9781292753492

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Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management and marketing strategy. But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. Throughout his career, he has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program and many others. Through the years, he has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is the co-author of Marketing Management (Pearson), now in its 17th edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored more than 60 other successful books and has published more than 150 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. He is a charter member of the Marketing Hall of Fame, was voted the first Leader in Marketing Thought by the American Marketing Association, and was named the Founder of Modern Marketing Management in the Handbook of Management Thinking. A recent Forbes survey ranked Professor Kotler in the top 10 of the world's most influential business thinkers. And in a Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth 'most influential business writer/guru' of the twenty-first century. He is considered by many to be the 'father of modern marketing.' Sridhar Balasubramanian is the Roy & Alice H. Richards Bicentennial Distinguished Scholar, Professor of Marketing and Marketing Concentration Chair at the University of North Carolina at Chapel Hill's Kenan-Flagler Business School. He holds a Bachelor of Technology (Honors) degree from the Indian Institute of Technology (Kharagpur), an MBA from the Indian Institute of Management (Bangalore) and MA, MPhil and PhD degrees from Yale University. Leading business education publication Poets&Quants ranked him one of the 'Top 50 Business Professors' in the World. Professor Balasubramanian, commonly referred to as 'Dr. B,' is an award-winning researcher, teacher and academic administrator. His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalisation and sustainability, and managing competition. He also specialises in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels and social media on marketing. His research has been cited more than 13,140 times on Google Scholar.

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