Marketing Management 3rd edn

Series
Pearson
Author
Philip Kotler / Kevin Keller / Mairead Brady / Malcolm Goodman / Torben Hansen  
Publisher
Pearson
Cover
Softcover
Edition
3
Language
English
Total pages
976
Pub.-date
May 2016
ISBN13
9781292093239
ISBN
1292093234
Related Titles



Description

The classic Marketing Management is an undisputed global best-seller – an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book.

Features

  • A structure designed specifically to fit the way the course is taught in Europe.
  • Fresh European examples which make students feel at home.
  • The inclusion of the work of prominent European academics. 
  • A focus on the digital challenges for marketers.
  • An emphasis on the importance of creative thinking and its contribution to marketing practice.
  • New in-depth case studies, each of which integrates one of the major parts in the book. 

Table of Contents

PART 1   UNDERSTANDING MARKETING MANAGEMENT

 

Chapter 1   Introduction to marketing

Chapter 2   Understanding marketing management within a global context

Chapter 3   Developing marketing strategies and plans

Chapter 4   Managing digital technology in marketing

 

 

PART 2   CAPTURING MARKETING INSIGHTS

 

Chapter 5   The changing marketing environment and information management

Chapter 6   Managing market research and forecasting

Chapter 7   Analysing consumer markets

Chapter 8   Analysing business markets

Chapter 9   Dealing with competition

 

 

PART 3   CONNECTING WITH CUSTOMERS

 

Chapter 10    Seeking and developing target marketing differentiation strategies

Chapter 11    Creating customer value, satisfaction and loyalty

Chapter 12    Creating and managing brands and brand equity

Chapter 13    Digital and global brand management strategies

 

 

PART 4   SHAPING THE MARKET OFFERING

 

Chapter 14    Designing, developing and managing market offerings

Chapter 15    Introducing new market offerings

Chapter 16    Developing and managing pricing strategies

 

 

PART 5   SHAPING COMMUNICATION

 

Chapter 17    Designing and managing marketing communications

Chapter 18    Mass marketing and personal communications

 

 

PART 6   DELIVERING VALUE

 

Chapter 19    Designing and managing integrated marketing channels

Chapter 20    Managing process, people and physical evidence at the consumer    interface

 

 

PART 7   MANAGING MARKETING IMPLEMENTATION AND CONTROL

 

Chapter 21    Implementing marketing management

Chapter 22    Managing marketing metrics

 

 

 

Back Cover

The classic Marketing Management is an undisputed global best-seller – an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:

  • A structure designed specifically to fit the way the course is taught in Europe.
  • Fresh European examples which make students feel at home.
  • The inclusion of the work of prominent European academics. 
  • A focus on the digital challenges for marketers.
  • An emphasis on the importance of creative thinking and its contribution to marketing practice.
  • New in-depth case studies, each of which integrates one of the major parts in the book. 

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

A key text for both undergraduate and postgraduate marketing programmes.