The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management.
An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the
5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.
Key features of this book include:
A structure designed specifically to fit the way the course is taught in Europe New and updated in-depth European case studies help readers bridge the gap between knowledge and practice Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability
Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.
Preface
Acknowledgements
Publisher's acknowledgements
Part 1 Understanding Marketing Management
Defining marketing for the new realities
Understanding marketing management within a global context
Developing marketing strategies and plans
Managing digital technology in marketing
Part 2 Capturing Marketing Insights
The changing marketing environment and information management
Managing market research and forecasting
Analysing consumer markets
Analysing business markets
Dealing with competition
Part 3 Connecting with Customers
Seeking and developing target marketing differentiation strategies
Creating customer value, satisfaction and loyalty
Creating and managing brands and brand equity
Digital and global brand management strategies
Part 4 Shaping and Pricing the Market Offering
Designing, developing and managing market offerings
Introducing new market offerings
Developing and managing pricing strategies
Part 5 Communicating Value
Designing and managing non-personal marketing communications
Managing personal communications
Part 6 Delivering Value
Designing and managing distribution channels and global value networks
Managing process, people and physical evidence
Part 7 Managing Marketing Implementation and Control
Implementing marketing management
Managing marketing metrics
Glossary
Index
Philip Kotler is one of the worlds leading authors in Marketing. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as member of many advisory boards.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.
Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.
Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.
Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.
