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Marketing: An Introduction, 13th global ed.
Book · February 2019
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Philip Kotler
Gary M. Armstrong
Northwestern University
University of North Carolina at Chapel Hill
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Marc Oliver Opresnik
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Marketing: An Introduction
13th Edition
by Prof. Dr. Philip Kotler, Prof. Dr. Gary Armstrong and Prof. Dr. Marc Oliver Opresnik
672 pages
Publisher: Pearson Education Limited; Auflage: Global Ed of 13th Revised Ed (8. Juni 2016)
Language: Englisch
ISBN-10: 1292146508
ISBN-13: 978-1292146508
Price: 65,77 EUR
About the book
For undergraduate courses on the
principles of marketing. This introductory
text to the world of Marketing uses a
proven, practical, and engaging approach.
It shows students how customer valuecreating it and capturing it-drives every
effective marketing strategy. Using an
organization and learning design that
includes
real-world
examples
and
information that help bring marketing to
life, the text gives readers everything they
need to know about marketing in an
effective and engaging total learning
package.
The Thirteenth Edition reflects the latest
trends in marketing, including new
coverage on online, social media, mobile,
and other digital technologies, leaving students with a richer understanding of basic
marketing concepts, strategies, and practices.
MyMarketingLab is not included. It is an online homework, tutorial, and assessment product
designed to personalize learning and improve results. With a wide range of interactive,
engaging, and assignable activities, students are encouraged to actively learn and retain
tough course concepts.
Table of Contents
 Part 1: Defining Marketing and the Marketing Process
o Marketing Creating Customer Value and Engagement
o Company and Marketing Strategy Partnering to Build Customer Engagement, Value,
and Relationships

Part 2: Understanding the Marketplace and Customer Value
o Analyzing the Marketing Environment
o Managing Marketing Information to Gain Customer Insights
o
Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
o Customer Value-Driven Marketing Strategy Creating Value for Target Customers
o Product, Services, and Brands Building Customer Value
o Developing New Products and Managing the Product Life Cycle
o Pricing Understanding and Capturing Customer Value
o Marketing Channels Delivering Customer Value
o Retailing and Wholesaling
o Engaging Customers and Communicating Customer Value Advertising and Public
o Relations
o Personal Selling and Sales Promotion
o Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing
o The Global Marketplace
o Sustainable Marketing Social Responsibility and Ethics







Appendix 1. Company Cases
Appendix 2. Marketing Plan
Appendix 3. Marketing by the Numbers
Appendix 4. Careers in Marketing
References
Glossary
Credits

Index
Endorsements
'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a
clear, well-organised, informative and interesting book which guides the reader through each concept,
combining theory and practice in an engaging way. A valuable resource for any student of marketing.'
Caroline Miller, Keele University
‘A great book that introduces students to the fascinating yet challenging world of marketing. The book
is interspersed with interesting short case studies that significantly increase its relevance for European
students and scholars alike.'
Jaya S. Akunuri, University of East London
'The book's strength lies in the many international practical examples and real-world cases. Special
attention to customer relationships, the creation of value and brand equity reflects well today's
marketing requirements. A focus on the ever-increasing importance of new technologies makes this
book invaluable for business schools – in the UK and abroad.'
Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands
About the authors
Prof. Dr. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg School of Management, Northwestern University. He received his
master s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr.
Kotler is author of "Marketing Management" (Pearson), now in its fifteenth edition and the
most widely used marketing text book in graduate schools of business worldwide. He has
authored dozens of other successful books and has written more than 100 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." Professor Kotler was named the first recipient of
four major awards: the "Distinguished Marketing Educator of the Year Award" and the
"William L. Wilkie Marketing for a Better World Award," both given by the American
Marketing Association; the "Philip Kotler Award for Excellence in Health Care Marketing"
presented by the Academy for Health Care Services Marketing; and the "Sheth Foundation
Medal for Exceptional Contribution to Marketing Scholarship and Practice." His numerous
other major honors include the Sales and Marketing Executives International" Marketing
Educator of the Year Award; "The European Association of Marketing Consultants and
Trainers "Marketing Excellence Award;" the "Charles Coolidge Parlin Marketing Research
Award; "and the" Paul D. Converse Award, " given by the American Marketing Association
to honor outstanding contributions to science in marketing. A recent Forbes survey ranks
Professor Kotler in the top 10 of the world s most influential business thinkers. And in a
recent "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.
Dr. Kotler has served as chairman of the College on Marketing of the Institute of
Management Sciences, a director of the American Marketing Association, and a trustee of the
Marketing Science Institute. He has consulted with many major U.S. and international
companies in the areas of marketing strategy and planning, marketing organization, and
international marketing. He has traveled and lectured extensively throughout Europe, Asia,
and South America, advising companies and governments about global marketing practices
and opportunities.
Prof. Dr. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of
Undergraduate Education in the Kenan-Flagler Business School at the University of North
Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from
Wayne State University in Detroit, and he received his Ph.D. 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. 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. He is the only repeat recipient of school s highly
regarded Award for Excellence in Undergraduate Teaching, which he received three times.
Most recently, Professor Armstrong received the UNC Board of Governors Award for
Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus
University of North Carolina system.
Prof. Dr. Marc Opresnik Prof. Dr. Marc Oliver Opresnik is a Professor of Marketing and
Management and Member of the Board of Directors at SGMI St. Gallen Management
Institute, a leading international business school. In addition, he is a Professor of Business
Administration at Luebeck University of Applied Sciences as well as a visiting professor to
international universities such as the European Business School in London and East China
University of Science and Technology in Shanghai. He has 10 years of experience working in
senior management and marketing positions for Shell International Petroleum Co. Ltd.. Dr.
Opresnik is the author of numerous articles and books. Along with Kevin Keller and Phil
Kotler, he is co-author of the German edition of "Marketing Management", the "Bible of
Marketing". Dr. Opresnik also was chosen to be the co-author with Phil Kotler and Gary
Armstrong of the Global Edition of “Marketing: An Introduction”, which is one of the
world’s most widely used marketing text books. In addition, he is co-editor and member of
the editorial board of several international journals such as “Transnational Marketing”,
„Journal of World Marketing Summit Group“ and „International Journal of New
Technologies in Science and Engineering“. With effect from March 2014, he was appointed
“Chief Research Officer” at "Kotler Impact Inc.", the internationally operating company of
Phil Kotler. In addition, he was appointed “Chief Executive Officer” of the Kotler Business
Programme, an initiative to enhance marketing education world-wide via online and offline
learning with Pearson as global educational partner. As president of his consulting firm
“Opresnik Management Consulting” (https://www.youtube.com/c/MarcOliverOpresnik;
https://www.facebook.com/MarcOliverOpresnik;
www.opresnik-managementconsulting.de) he works for numerous institutions, governments and international
corporations including Google, Coca-Cola, McDonald’s, SAP, Shell International Petroleum
Co Ltd., Procter & Gamble, Unilever, L’Oréal, Bayer, BASF and adidas. More than 100,000
people have benefited professionally and personally from his impulses and experienced him
as a coach in seminars on marketing, sales and negotiation and as a speaker at conferences all
over the world including locations such as St. Gallen, Berlin, Houston, Moscow, Kuala
Lumpur, London, Paris, Dubai and Tokyo. With his many years of international experience
as a coach, keynote speaker and consultant, Marc Opresnik is one of the world’s most
renowned marketing, management and negotiation experts.
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