The global bestseller Marketing Management is considered as the authoritative text on the subject. The 5th European edition focuses on fundamental aspects such as accessibility and the fast-moving pace of modern marketing. Covering a wide range of concepts, in-depth European case studies and exercises, the book offers the tools every student needs.
The global bestseller Marketing Management is considered as the authoritative text on the subject. The 5th European edition focuses on fundamental aspects such as accessibility and the fast-moving pace of modern marketing. Covering a wide range of concepts, in-depth European case studies and exercises, the book offers the tools every student needs.
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.
Inhaltsangabe
* Preface * Acknowledgements * Publisher's acknowledgements Part 1 Understanding Marketing Management 1. Defining marketing for the new realities 2. Understanding marketing management within a global context 3. Developing marketing strategies and plans 4. Managing digital technology in marketing Part 2 Capturing Marketing Insights 1. The changing marketing environment and information management 2. Managing market research and forecasting 3. Analysing consumer markets 4. Analysing business markets 5. Dealing with competition Part 3 Connecting with Customers 6. Seeking and developing target marketing differentiation strategies 7. Creating customer value, satisfaction and loyalty 8. Creating and managing brands and brand equity 9. Digital and global brand management strategies Part 4 Shaping and Pricing the Market Offering 10. Designing, developing and managing market offerings 11. Introducing new market offerings 12. Developing and managing pricing strategies Part 5 Communicating Value 13. Designing and managing non-personal marketing communications 14. Managing personal communications Part 6 Delivering Value 15. Designing and managing distribution channels and global value networks 16. Managing process, people and physical evidence Part 7 Managing Marketing Implementation and Control 17. Implementing marketing management 18. Managing marketing metrics * Glossary * Index
* Preface * Acknowledgements * Publisher's acknowledgements Part 1 Understanding Marketing Management 1. Defining marketing for the new realities 2. Understanding marketing management within a global context 3. Developing marketing strategies and plans 4. Managing digital technology in marketing Part 2 Capturing Marketing Insights 1. The changing marketing environment and information management 2. Managing market research and forecasting 3. Analysing consumer markets 4. Analysing business markets 5. Dealing with competition Part 3 Connecting with Customers 6. Seeking and developing target marketing differentiation strategies 7. Creating customer value, satisfaction and loyalty 8. Creating and managing brands and brand equity 9. Digital and global brand management strategies Part 4 Shaping and Pricing the Market Offering 10. Designing, developing and managing market offerings 11. Introducing new market offerings 12. Developing and managing pricing strategies Part 5 Communicating Value 13. Designing and managing non-personal marketing communications 14. Managing personal communications Part 6 Delivering Value 15. Designing and managing distribution channels and global value networks 16. Managing process, people and physical evidence Part 7 Managing Marketing Implementation and Control 17. Implementing marketing management 18. Managing marketing metrics * Glossary * Index
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