The 12th edition of the Principles of Marketing has been published as an e-book and it is now available for purchase in all major online and offline retail stores. The 12th edition focuses on the digital transformation of marketing, examines emerging markets like China and explores the future of marketing analytics.
You can learn more about the 12th edition at principlesofmarketing.com. To support students who are working through the book, the 12th edition also includes a free course that examines the fundamental concepts taught in the text and provides students with the tools to apply these concepts in the real world.
What Will You Learn From This Textbook?
The Principles of Marketing is a text that is required for all marketing students and professionals. The text does an excellent job of laying out the fundamental building blocks of marketing and it does so in a way that is easy to understand. Students that read the book report that it is thorough and well-written. The reviewers also note that it is packed with information and the organization is superb.
One of the unique things about this edition of Principles of Marketing is how much it looks like prior editions while also including new content to keep students interested.
Prior to purchasing this text, I was informed about the quality of teaching and learning that this book offers by reading a few student reviews on Amazon. Here is what one student had to say about the book:
“I think this is an ideal text for upper-class marketing students and professionals. It covers the entire spectrum of marketing knowledge and skills in one authoritative, innovative, and accessible volume. It is packed with real-world examples, expert commentary, and critical reasoning. Even for experienced marketing practitioners, it will prove to be an invaluable resource. Highly recommended.”
Another student wrote:
“This is the best textbook I have seen on marketing principles. It is so thorough that even seasoned professionals will find it valuable. It is also great that the author updated the book for the current era. Highly recommended for anyone interested in a solid background in marketing.”
The Essential Marketing Textbook
If you are a student studying marketing, you will most likely be required to read one or more of the Principles of Marketing books. This is due to the constantly evolving nature of marketing and the continuing increase in the importance of data in decision-making. As the world becomes more digital, marketers must be able to analyze large volumes of data in order to understand consumer behavior.
According to Statista, as of 2021, there will be 45.8 million American consumers aged 18-24. This represents 18% of the entire U.S. population. Thus, these young adults will constitute one-quarter of the total population. This demographic has a purchasing power of nearly $24 trillion.
This is one of the reasons that the Principles of Marketing books have been updated to reflect the current era. The first edition of this book was published in 1961 and since then, the subject matter of marketing has changed quite a bit. A lot of the content from the original edition has been repeated but the overall framework has been updated to reflect the changing nature of the industry.
The Influence of Emerging Markets on Marketing
Another unique thing about this edition of Principles of Marketing is how much it looks like prior editions while also including new content to keep students interested.
Prior to purchasing this text, I was informed about the quality of teaching and learning that this book offers by reading a few student reviews on Amazon. Here is what one student had to say about the book:
“This is an excellent text for marketing students and professionals. It covers the entire spectrum of marketing knowledge and skills in one authoritative, innovative, and accessible volume. It is packed with real-world examples, expert commentary, and critical reasoning. Even for experienced marketing practitioners, it will prove to be an invaluable resource. Highly recommended for anyone interested in a solid background in marketing.”
Another student wrote:
“This is an ideal text for upper-class marketing students and professionals. It covers the entire spectrum of marketing knowledge and skills in one authoritative, innovative, and accessible volume. It is packed with real-world examples, expert commentary, and critical reasoning. Even for experienced marketing practitioners, it will prove to be an invaluable resource. Highly recommended for anyone interested in a solid background in marketing.”
The Future of Marketing
While the Principles of Marketing books have been updated to reflect the changing nature of the industry, this text also examines the future of marketing. The 12th edition includes three chapters on B2C marketing, seven chapters on B2B marketing and one chapter on marketing analytics that examine the digital transformation of marketing.
According to a recent study by the Boston Consulting Group, more than 80% of Gen Z consumers prefer to learn about products via online research rather than through traditional advertising methods. This trend is likely to continue as more students turn to digital marketing tools for their research. Additionally, Gen Z consumers are more open to new experiences and ideas, which makes them more likely to try something new even if it is not marketed to them directly. This is referred to as “influencer marketing” because the influencers that marketing students will study are now entering the spotlight as the traditional influencers (i.e., famous personalities in Hollywood) begin to age out.
In response to this trend, many marketing schools are including digital marketing in their curricula. Thus, getting this book as a required purchase for your marketing studies is especially important.
Pricing
While there are several online retailers that sell the Principles of Marketing books in digital format for $20-$30 each, the best deal for students is to purchase this textbook in hardcover format for $75 from a physical bookstore. After taking into account the discounted price of this textbook, you will spend less than $10 per month on Amazon’s Kindle Unlimited subscription for students, which is less than the cost of a cup of coffee.
Additionally, if you purchase this text in hardcover format from a brick-and-mortar bookstore, you can take advantage of discounted rates offered by many institutions for in-house students. You can also get this text in digital format for significantly less than the cost of a hardcover book from a reputable online retailer.
Updated Resource
If you are a student studying marketing, you will most likely be required to read one or more of the Principles of Marketing books. This is due to the constantly evolving nature of marketing and the continuing increase in the importance of data in decision-making. As the world becomes more digital, marketers must be able to analyze large volumes of data in order to understand consumer behavior.
According to Statista, as of 2021, there will be 45.8 million American consumers aged 18-24. This represents 18% of the entire U.S. population. Thus, these young adults will constitute one-quarter of the total population. This demographic has a purchasing power of nearly $24 trillion.
This is one of the reasons that the Principles of Marketing books have been updated to reflect the current era. The first edition of this book was published in 1961 and since then, the subject matter of marketing has changed quite a bit. A lot of the content from the original edition has been repeated but the overall framework has been updated to reflect the changing nature of the industry.