Description

Consolidate your knowledge of marketing management with this bestselling text.

Marketing Management, 4th edition, is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. A key aid for undergraduates and postgraduates.

Features

Hallmark features of this title

A carefully designed structure and style make for an exhaustive and engaging text.

• Consideration of the digital challenges for marketers.
• Emphasis on the importance of creative thinking and its contribution to marketing practice.
• Focus on accessibility, theoretical rigour, and managerial relevance
• Inclusion of both traditional marketing aspects and new concepts

New to this Edition

New to this edition.

Additional content gives the 4^th edition a wider appeal to students in Europe:

• New European examples make the text more relevant to students in Europe.
• Included work from prominent European academics.
• New, relevant case studies, each of which integrates one of the major parts in the book.

New sections throughout the text reflect the fast-paced nature of modern marketing management, updated content includes:

• Chapter 1 now contains a discussion on marketing during challenging economic and politically disruptive times.
• Chapter 2 analyses contemporary challenges for high-performing marketing departments.
• Chapter 6 includes new examples of marketing research.
• Chapter 15 introduces the development of new market offerings in Europe

Table of Contents

Back Cover

The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. This fourth 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.

Author

Philip Kotler is one of the world's leading authorities on marketing, He is the S. C. Johnson & Son Distinguished Professor of international Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.

Besides authoring a large number of publications and articles in various journals, professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin and others in the areas of marketing strategy and planning, marketing organisation and international marketing.

Kevin Lane Keller is the E, B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. Professor Keller has degrees from Cornell, Carnegie-Mellon and Duke universities. At Dartmouth, he teaches MBA courses-on marketing management and strategic brand management and lectures in executive programmes on those topics.

Professor Keller' general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behaviour can improve marketing and branding strategies. His research has been published in three of the major marketing journals; the journal of Marketing, the Journal of Marketing Research and the Journal of Consumer Research, He also has served on the Editorial Review Boards of those journals. With over 120 published papers, his research has been widely cited and has received numerous awards.

Mairead Brady is an assistant Professor of Marketing at the Trinity School of Business, Trinity College Dublin. She holds a Ph.D. from the University of Strathclyde in Scotland, which she completed under the supervision of Professors Michael Saren and Nikolas Tzokas.

Dr Brady's research focuses on the assimilation and management of digital technologies in marketing. She concentrates on analysing the challenges of contemporary marketing practice with papers and research work in the area of digital challenges, social networking realities and myths, and how real-time data affects business. She is also the academic lead on the Pearson MyMarketingExperience game-based learning, which is an online simulation designed to engage students in the writing of a marketing plan. With more than 90 publications, including journal articles and international conference papers and presentations, Dr Brady is a prolific author.

Malcolm Robert Victor Goodman has retired from full-time teaching and 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. His specialist subjects are business creativity, organisational change and marketing.

Professor Goodman has worked on several international assignments and has conducted on-the-spot marketing surveys and management briefs in Europe (particularly France and Germany) and in the Far East (especially Indonesia, Malaysia, Singapore and Thailand).

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 his papers have appeared in various academic journals. He has also contributed a number of chapters in scholarly books. He is a frequent speaker at national and international conferences and community forums.

Professor Hansen is editor in chief of the Consumer Behaviour Newsletter at Copenhagen Business School. He has served as a member of the Danish Food Think Tank and a member of the Danish Marketing Practices Act Committee.