Book review

“Principles of Marketing” is co-authored by Philip Kotler and Gary Armstrong, two eminent figures in the field of marketing. Philip Kotler, often referred to as the “father of modern marketing”, is Professor of International Marketing at Northwestern University’s Kellogg School of Management. He is the author of several marketing reference books that have been widely used in marketing education around the world. Gary Armstrong is Professor of Marketing at the Kenan-Flagler Business School, University of North Carolina. Together, they have made a significant contribution to marketing literature, which serves as a foundational text for marketing students at all levels to understand how to create value and build customer relationships.

The “Principles of Marketing” book takes a practical, managerial approach to marketing, rich in contemporary examples and applications showing the key decisions marketers need to make to balance an organization’s objectives and resources against the needs and opportunities in the global marketplace.

This edition was published in 2017 and has been updated regularly to remain relevant to current marketing trends. Each new edition incorporates the latest marketing developments and strategies, making it an invaluable resource for understanding marketing in today’s context, including digital marketing and the challenges and opportunities it presents.

Practical and managerial approach: The book takes a pragmatic approach, focusing on the marketing decisions that managers need to make to align the organization’s objectives and resources with the needs and opportunities of the global marketplace. This managerial perspective helps form a solid foundation for understanding how marketing strategies can be developed and implemented effectively.

E-Commerce Integration: Particular attention is paid to the impact of e-commerce and digital technology on traditional marketing practices. The authors explore the digital transformation of customer interaction, distribution and brand communication, emphasizing the importance of adapting to these changes to remain competitive.

Global Perspective: Drawing examples and case studies from various regions of the world, the book offers a global perspective essential for navigating an increasingly interconnected marketplace. This approach ensures that readers gain an in-depth understanding of marketing that transcends geographical boundaries.

Understanding the Consumer: Emphasis is placed on the importance of understanding consumer needs, desires and behaviors. This focus on the consumer is crucial to developing strategies for creating value and building lasting relationships.

Adapting the Marketing Mix: The book revisits the 4 Ps (Product, Price, Place, Promotion) in the digital context, illustrating how the principles of the marketing mix can be effectively applied in the digital age. This adaptation is fundamental for professionals seeking to optimize their marketing strategy in a constantly evolving environment.

This book is very interesting to have a good understanding of marketing, it allows to explain the basic and advanced concepts by giving theoretical and pragmatic concepts. The wide range of topics includes interesting approaches to traditional marketing mix while addressing the latest trends in digital marketing. The regular update of the book allows to stay up to date by adapting and evolving in the changes of marketing. However, it may be interesting to supplement your readings with other books such as case studies, research or articles in order to compare different points of view and subject. Especially with digital marketing and data analysis that is constantly changing.