Marketing Management

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 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.

Contents

PART 1 Understanding Marketing Management 

Chapter 1 Defining marketing for the new realities 

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 S 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 and Pricing 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 Communicating Value 

Chapter 17 Designing and managing non-personal marketing communications 

Chapter 18 Managing personal communications 

PART 6 Delivering Value 

Chapter 19 Designing and managing distribution channels and global value networks 

Chapter 20 Managing process, people and physical evidence 

PART 7 Managing Marketing Implementation and Control 

Chapter 21 Implementing marketing management 

Chapter 22 Managing marketing metrics 

About the Authors

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

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. Previously, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

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 Nikolaos Tzokas. Dr Brady lectures at undergraduate and Master levels and supervises Ph.D. students. She is also the director of the BA Mod in Computer Science and Business. She provides executive education to managers and directors and also provides consulting and marketing advice to multinational companies as well as start-ups and Irish government agencies. She was a recent winner of the Provost Teaching Award at Trinity College Dublin as a recognition of her commitment to her teaching and teaching innovations.

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. He has co-authored Creativity and Strategic Innovation Management (2nd edition) with Professor Dingli of the Edward de Bono Institute for the Design and Development of Thinking at the University of Malta. During his twenty-plus years at Durham Business School he taught both undergraduates and postgraduates at the University of Durham in the UK. His specialist subjects are business creativity, organisational change and marketing.

Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CBS). He received his Bachelor’s and Master’s degrees from the University of Southern Denmark and his Ph.D. from Copenhagen Business School. His main fields of research are consumer behaviour and marketing research methods, and his papers have appeared in various academic journals, including Journal of Service Research, Psychology & Marketing, Food Policy, International Journal of Consumer Studies, European Journal of Marketing, Journal of Consumer Behaviour, Journal of Foodservice Business Research, Journal of Product & Brand Management, Journal of International Consumer Marketing, International Journal of Retail & Distribution Management, International Review of Retail Distribution and Consumer Research, Journal of Retailing and Consumer Services and others, and he has contributed a number of chapters in scholarly books. He has authored or co-authored several books, including New Perspectives in Retailing: A Study of the Interface between Consumers and Retailers. He is a frequent speaker at national and international conferences and community forums.