Kotler is the author of Marketing Management (Pearson), now in its fifteenth edition and the most widely used marketing textbook in graduate schools of business worldwide. He received his master’s degree at the University of Chicago and his Ph.D. Of International Marketing at the Kellogg School of Management, Northwestern University. Together, they make the complex world of marketing practical, approachable, and enjoyable.
Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Printed and bound by Lego, Italy.ĭedication To Kathy, Betty, Mandy, Matt, KC, Keri, Delaney, Molly, Macy, and Ben and Nancy, Amy, Melissa, and JessicaĪbout the authors As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text.
10 9 8 7 6 5 4 3 2 1 14 13 12 11 10 Typeset in Times LT Pro-Roman by Integra Software Services. ISBN 10: 7-1 ISBN 13: 978-7-8 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
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No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Authorized adaptation from the United States edition, entitled Principles of Marketing, 17th edition, ISBN 978-0-13-449251-3, by Philip Kotler and Gary Armstrong, published by Pearson Education © 2018. Pearson Education Limited KAO Two KAO Park Harlow CM17 9NA United Kingdom and Associated Companies throughout the world Visit us on the World Wide Web at: © Pearson Education Limited 2018 The rights of Philip Kotler and Gary Armstrong to be identified as the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Product Marketing Assistant: Jessica Quazza Vice President, Production and Digital Studio, Arts and Business: Etain O’Dea Director of Production, Business: Jeff Holcomb Managing Producer, Business: Ashley Santora Operations Specialist: Carol Melville Creative Director: Blair Brown Manager, Learning Tools: Brian Surette Content Developer, Learning Tools: Sarah Peterson Managing Producer, Digital Studio, Arts and Business: Diane Lombardo Digital Studio Producer: Darren Cormier Digital Studio Producer: Alana Coles Full-Service Project Management, Design, and Composition: Integra Software Services Cover Art: MSSA/ Vikram Kumar Senior Manufacturing Controller, Production, Global Edition: Trudy Kimber Vice President, Product Marketing: Roxanne McCarley Director of Strategic Marketing: Brad Parkins Strategic Marketing Manager: Deborah Strickland Product Marketer: Becky Brown Field Marketing Manager: Lenny Ann Kucenski Vice President, Business Publishing: Donna Battista Director of Portfolio Management: Stephanie Wall Portfolio Manager: Daniel Tylman Editorial Coordinator: Linda Albelli Managing Editor, Global Edition: Steven Jackson Associate Acquisitions Editor, Global Edition: Ishita Sinha Senior Project Editor, Global Edition: Daniel Luiz Project Manager, Global Edition: Nikhil Rakshit Manager, Media Production, Global Edition: M. Gary Armstrong University of North Carolina