Marketing Management, Global Edition, 16th edition

Published by Pearson (29 July 2024) © 2024

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College
  • Alexander Chernev Northwestern University
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$79.99
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Access details

  • Register via our MyLab page to complete your purchase
  • A Course ID link or VLE link from your instructor is required
  • Instant access once purchased (eText included)

Features

  • Interactive digital learning experience
  • Includes eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it
Products list
$79.99
Buy accessOpens in a new tab
14 day temporary access available

Access details

  • Register via our MyLab page to complete your purchase
  • A Course ID link or VLE link from your instructor is required
  • Instant access once purchased (eText included)

Features

  • Interactive digital learning experience
  • Includes eText, Apps and study tools
  • Instant feedback on assignments
  • Help when and where you need it

Title overview

Learn on your terms, with the personalised learning experience MyLab® Marketing offers.

Learn how to think like a marketer with the latest MyLab edition of the best-selling text Marketing Management.

A learning experience designed for you:
  • Powerful homework digital features with a wide range of interactive tutorial assignments, quizzes and tests.
  • Available whenever you need it with immediate feedback and unlimited opportunities to practice and fill in your gaps.
  • A personalised Study Plan to support extra practice when you need it.
  • Available when you need it, MyLab offers mobile study tools such as Dynamic Study Modules and eText on your iPad or Android tablet, accessible online and offline.

Discover more about MyLab® Marketing.

Pearson MyLab® Marketing is not included in the main text.

Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor.

Table of contents

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

  1. Defining Marketing for the New Realities
  2. Marketing Planning and Management

PART II: UNDERSTANDING THE MARKET

  1. Analyzing Consumer Markets
  2. Analyzing Business Markets
  3. Conducting Marketing Research

PART III: DEVELOPING A WINNING MARKETING STRATEGY

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

PART IV: DESIGNING VALUE

  1. Designing and Managing Products
  2. Designing and Managing Services
  3. Building Strong Brands
  4. Managing Pricing and Sales Promotions

PART V: COMMUNICATING VALUE

  1. Managing Marketing Communications
  2. Designing an Integrated Marketing Campaign in the Digital Age
  3. Personal Selling and Direct Marketing

PART VI: DELIVERING VALUE

  1. Designing and Managing Distribution Channels
  2. Managing Retailing

PART VII: MANAGING GROWTH

  1. Driving Growth in Competitive Markets
  2. Developing New Market Offerings
  3. Building Customer Loyalty
  4. Tapping into Global Markets
  5. Socially Responsible Marketing

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