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.

PrefaceAcknowledgementsPublisher's acknowledgements Part 1 Understanding Marketing Management Defining marketing for the new realitiesUnderstanding marketing management within a global contextDeveloping marketing strategies and plansManaging digital technology in marketing Part 2 Capturing Marketing Insights The changing marketing environment and information managementManaging market research and forecastingAnalysing consumer marketsAnalysing business marketsDealing with competition Part 3 Connecting with Customers Seeking and developing target marketing differentiation strategiesCreating customer value, satisfaction and loyaltyCreating and managing brands and brand equityDigital and global brand management strategies Part 4 Shaping and Pricing the Market Offering Designing, developing and managing market offeringsIntroducing new market offeringsDeveloping and managing pricing strategies Part 5 Communicating Value Designing and managing non-personal marketing communicationsManaging personal communications Part 6 Delivering Value Designing and managing distribution channels and global value networksManaging process, people and physical evidence Part 7 Managing Marketing Implementation and Control Implementing marketing managementManaging marketing metrics GlossaryIndex

The undisputed global bestseller in marketing management that reflect changes in marketing theory and practice An encyclopaedia of marketing, the classic Marketing Management is considered as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern themes. The new edition offers: A structure designed specifically to fit the way the course is taught in Europe featuring work from prominent European academicsNew and in-depth European case studies and examples help readers bridge the gap between knowledge and practiceFocus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practicesInclusion of European and global perspectives on marketing, including insights into international marketing and cultural considerationsCoverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability About the authors: 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. 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. Pearson, the world's learning company.

Hallmark features of this title A textbook combining traditional aspects of marketing with modern concepts Offers a range of in-depth European case studies, integrating the main parts of the bookArgues the case for marketing management in Europe and explores its practice through the use of a number of European marketing management examplesOffers both European and global perspectives on marketing, including insights into international marketing and cultural considerations A carefully designed structure and style help you keep your students engaged A structure designed specifically to fit the way the course is taught in Europe, featuring work from prominent European academicsEmphasises the importance of creative thinking and its contribution to marketing practiceFocuses on accessibility, theoretical rigour, and managerial relevance

New and updated features of this title Additional content creates a wider appeal to students in Europe All chapters provide a European focus and include illustrations drawn from European companiesNew European case studies and exercises to help readers bridge the gap between knowledge and practiceFocus on digital technologies such as robotics, artificial intelligence, augmented and virtual reality, and their impact on marketing management skill sets and practicesCoverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability New sections throughout the text reflect the fast-paced nature of modern marketing management. Updated content includes: Chapter 1 contains a discussion on marketing management challenges during global crises such as climate change, geopolitical turmoil and new technological developmentsChapter 2 explores the increasingly complex European and global markets and marketing management issuesChapter 4 analyses how AI is a major game changer in marketing managementChapter 6 includes newexamples of marketing researchChapter 15 introducesthe development of new market offerings in Europe