Philip Kotler, Kevin Lane Keller

Marketing Management, Global Edition -- (Perpetual Access) (eBook, PDF)

• Format: PDF

Produktbeschreibung

Start thinking like a marketer with the gold-standard text for today's Marketing Management.

Marketing Management, 16^th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment.

Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives.

The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands.

The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations.

Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field.

Pearson MyLab^® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

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Produktdetails

• Verlag: Pearson ITP
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 26. Oktober 2021
• Englisch
• ISBN-13: 9781292405100
• Artikelnr.: 63061463

Autorenporträt

Philip Kotler is one of the world's 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 a member of many advisory boards.

He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.

His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.

Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics.

He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.

Inhaltsangabe

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PART II: UNDERSTANDING THE MARKET
1. Analyzing Consumer Markets
2. Analyzing Business Markets
3. Conducting Marketing Research
PART III: DEVELOPING A WINNING MARKETING STRATEGY
4. Identifying Market Segments and Target Customers
5. Crafting a Customer Value Proposition and Positioning
PART IV: DESIGNING VALUE
6. Designing and Managing Products
7. Designing and Managing Services
8. Building Strong Brands
9. Managing Pricing and Sales Promotions
PART V: COMMUNICATING VALUE
10. Managing Marketing Communications
11. Designing an Integrated Marketing Campaign in the Digital Age
12. Personal Selling and Direct Marketing
PART VI: DELIVERING VALUE
13. Designing and Managing Distribution Channels
14. Managing Retailing
PART VII: MANAGING GROWTH
15. Driving Growth in Competitive Markets
16. Developing New Market Offerings
17. Building Customer Loyalty
18. Tapping into Global Markets
19. Socially Responsible Marketing