Author(s): Gary Armstrong; Sara Denize; Michael Volkov; Stewart Adam; Philip Kotler; Swee Hoon Ang; Anita Love; Sean Doherty; Patrick van Esch

Business

This product displayed is the 7th Edition. We have a new edition available. Click here for further details. Please note that you should always check with your instructor which edition is your prescribed text

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. This 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.