Principles of Marketing 20th edition by Kotler

Principles of Marketing, 20th Edition by Kotler presents the core concepts and strategies that guide modern marketing decisions. The text covers customer value, segmentation, targeting, positioning, consumer behavior, branding, product strategy, pricing, distribution, promotion, digital marketing, social responsibility, and global markets. Designed for introductory marketing courses, it helps students understand how organizations create, communicate, and deliver value in competitive environments. Kotler’s widely used approach combines foundational theory with practical examples, making this Pearson edition a strong resource for business students learning how marketing works in real organizations.