Marketing Management plus Pearson MyLab Marketing with Pearson eText (Package)
Produktdetaljer
Biografisk notat
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.
Marketing Management, 16th 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.
- Defining Marketing for the New Realities
- Marketing Planning and Management
- Analyzing Consumer Markets
- Analyzing Business Markets
- Conducting Marketing Research
- Identifying Market Segments and Target Customers
- Crafting a Customer Value Proposition and Positioning
- Designing and Managing Products
- Designing and Managing Services
- Building Strong Brands
- Managing Pricing and Sales Promotions
- Managing Marketing Communications
- Designing an Integrated Marketing Campaign in the Digital Age
- Personal Selling and Direct Marketing
- Designing and Managing Distribution Channels
- Managing Retailing
- Driving Growth in Competitive Markets
- Developing New Market Offerings
- Building Customer Loyalty
- Tapping into Global Markets
- Socially Responsible Marketing
- Opening vignettes for each chapter place the material introduced in context. The vignettes are great classroom discussion starters, covering topical companies.
- In-text boxes provide vivid illustrations of the main concepts presented in each chapter, using actual companies and covering a variety of products, services, and markets.
- Marketing Insight boxes address a specific marketing topic, providing in-depth coverage and a better student understanding.
- End-of-chapter sections include questions that promote classroom discussion and student analysis, addressing today's effects of the economic, environmental, and technological changes on the market.
- Opening vignettes and examples have been thoroughly renewed and updated with fresh cases reflecting recent developments and changes in the field. Examples include Tesla, Net-a-Porter, Soul Cycle, Wegmans, Starbucks, and Uniqlo.
- Marketing insight boxes present in-depth coverage with new content that includes, among others, the Ethical Issues in Prescription Drug Pricing (Chapter 6) and Managing the Price Image of a Retailer (Chapter 11).
- Chapter 1: The extensively rewritten introductory chapter defines the scope of marketing management as a business discipline, introducing your students to the topic.
- Chapter 2: Extensively rewritten to provide students with a practical framework for marketing management and planning.
- Chapter 16 includes new coverage on franchising.
- Part VII is a new capstone section that groups growth-related topics across different parts of the previous edition, taking your student learning a step further.
- Chapter 18 now includes coverage of the business model design and implementation.
- Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.
Produktdetaljer
Biografisk notat
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.