Marketing Management, 16th edition | eTextBook Subscription (2024)

Philip Kotler,
Kevin Lane Keller,
Alexander Chernev

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Overview

The world of marketing is changing every day and in order for you to have a competitive edge, you need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts.

Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, you'll be armed with the knowledge and tools to succeed in the new market environment around you.

ISBN-13: 9780137344161

Subject: Marketing

Category: Marketing Management & Strategy

Overview

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

Defining Marketing for the New Realities
Marketing Planning and Management

PART 2: UNDERSTANDING THE MARKET

Analyzing Consumer Markets
Analyzing Business Markets
Conducting Marketing Research

PART 3: DEVELOPING A WINNING MARKETING STRATEGY

Identifying Market Segments and Target Customers
Crafting a Customer Value Proposition and Positioning

PART 4: DESIGNING VALUE

Designing and Managing Products
Designing and Managing Services
Building Strong Brands
Managing Pricing and Sales Promotions

PART 5: COMMUNICATING VALUE

Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Personal Selling and Direct Marketing

PART 6: DELIVERING VALUE

Designing and Managing Distribution Channels
Managing Retailing

PART 7: MANAGING GROWTH

Driving Growth in Competitive Markets
Developing New Market Offerings
Building Customer Loyalty
Tapping into Global Markets
Socially Responsible Marketing

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