Principles of Marketing (16th Edition)

Principles of Marketing (16th Edition) by Philip Kotler and Gary Armstrong is a flagship, world-renowned textbook designed to provide a comprehensive, modern foundation in customer engagement, brand building, and strategic marketing management. Published by Pearson, this sixteenth edition helps students navigate the rapidly changing landscape of modern commerce by focusing on creating direct, continuous customer value.

This textbook is extensively prescribed across BBA, MBA, BS Marketing, M.Com, and professional marketing courses at leading Pakistani universities and business schools.

The book thoroughly covers the complete spectrum of marketing theory and practical execution. Structured around a five-step customer-value framework, it explores essential topics such as understanding marketplace dynamics, consumer and business buyer behavior, customer-driven marketing strategy (segmentation, targeting, positioning), product and service design, branding, dynamic pricing strategies, integrated marketing communication (IMC), distribution channels, and global marketing ethics.

This edition features extensively updated global case studies, practical business examples, and real-world company highlights, with expanded coverage of contemporary developments such as digital and social media marketing, big data analytics, omnichannel retatiling, mobile marketing, and sustainable marketing practices.

Available now at Prince Book Depot - Lahore’s most trusted bookstore since 1958. Fast delivery across Pakistan.