# Principles of Marketing

> Foundational textbook on marketing strategy, customer value, and market dynamics.

A classic academic textbook by Philip Kotler and co-authors that introduces core marketing principles and strategic business frameworks. It covers customer engagement, market analysis, branding, and modern multichannel marketing dynamics. Highly recommended by entrepreneurs as essential reading for understanding business fundamentals.

Website: https://pearson.com/en-us/subject-catalog/p/principles-of-marketing/P200000009859/9780137991839

## What it is for

- Learn the foundational principles of modern marketing and market strategy
- Structure go-to-market plans and product positioning using standard frameworks
- Understand customer relationship management, segmentation, and target audiences

## Features

- Comprehensive coverage of the marketing mix (the 4 Ps)
- Frameworks for customer value creation and customer relationship management
- Analysis of digital, social media, and traditional marketing channels
- Real-world business case studies and practical marketing scenarios

## Pricing

Paid. Available for purchase or rental as an eTextbook and print edition through Pearson

## Details

- Type: Article or course
- Category: [Marketing & Sales](https://xiry.app/topics/marketing-sales.md)
- Topic: [Books](https://xiry.app/topics/learning/books.md)
- Open source: no
- Platforms: Web, other
- For: Business students, entrepreneurs, and marketers seeking foundational business knowledge.
- Alternative to: Marketing Management by Philip Kotler and Kevin Lane Keller
- Tags: marketing, business, textbook, strategy, entrepreneurship

## Why it was saved

- [@miletino_money, 30 August 2023](https://www.instagram.com/reel/CwlEJ_FLxYQ/): Recommended by Oleg Tinkov as fundamental reading for anyone wanting to understand market dynamics and business fundamentals.

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Updated 3 October 2026. Page: https://xiry.app/resources/principles-of-marketing

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