Marketing Management, European Edition, 4th edition

Published by Pearson Higher Education (July 4, 2019) © 2019

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College
  • Mairead Brady Trinity College, Dublin
  • Malcolm Goodman Durham University Business school
  • Torben Hansen Copenhagen Business School
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Title overview

Strengthen your understanding of the principles of marketing management with this bestselling text.

Marketing Management, 4th edition, European Edition, is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance. This edition will teach you how to capture market insights, manage marketing implementation, shape and Price the market offering, and more.

A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.

Table of contents

Preface

Acknowledgements

Publisher's acknowledgements

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 5 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

Glossary

Index

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