Principles of Marketing (19th Edition)

Principles of Marketing (Global Edition, 19th Edition) by Philip Kotler, Gary Armstrong, and Sridhar Balasubramanian is the world’s gold standard textbook for mastering contemporary customer engagement, digital integration, and value-driven marketing strategies. Published by Pearson, this nineteenth edition equips students with a holistic, modern framework for building strong brands and navigating today's fast-changing business environment.

This textbook is extensively prescribed across BBA, MBA, BS Marketing, M.Com, and professional marketing courses at leading Pakistani universities and business schools. The 19th Edition is tailored to meet the evolving curriculum needs of Pakistani management students, offering unmatched clarity and practical insight tested in academic and professional examinations.

The book thoroughly covers the complete spectrum of marketing theory and practical execution centered on creating and capturing customer value. Structured around a practical customer-value framework, it explores essential topics such as consumer and business buyer behavior, market research, customer-driven marketing strategy (segmentation, targeting, positioning), product and service branding, pricing dynamics, integrated marketing communications (IMC), direct and digital marketing, and ethical leadership in global commerce.

This edition features extensively updated global case studies, real-world corporate applications, and fresh industry examples, with expanded coverage of modern developments including artificial intelligence in marketing, big data analytics, social media marketing channels, omnichannel customer journeys, and sustainable marketing practices.

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