Marketing

Kotler and Armstrong's introductory text earned its place as the world's most adopted marketing textbook by doing the fundamentals exceptionally well — the customer value framework gives students a clear organizing lens, and the case studies are well-chosen. The 2011 edition is showing its age in anything touching social media or digital marketing, so instructors and self-studiers should supplement accordingly. As a conceptual foundation for marketing thinking, the underlying framework remains sound.