Principles of Marketing by Gary Armstrong and Philip Kotler is a leading textbook that introduces readers to the fundamental concepts and practices of modern marketing. Widely adopted in academic settings, this comprehensive guide emphasizes creating customer value and building strong customer relationships in today’s dynamic marketplace.   The book is structured around a five-step marketing process: understanding the marketplace and customer needs, designing a customer-driven marketing strategy, constructing an integrated marketing program, building profitable customer relationships, and capturing value from customers to create profits and customer equity. This framework helps readers grasp how companies attract and retain customers by delivering superior value.