Marketing Management, Global Edition, 16th edition

Published by Pearson (July 29, 2024) © 2024

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College

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£29.99
Instant access

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.
Products list
£29.99
Instant access

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.

Title overview

Start thinking like a marketer with the gold-standard text for today's Marketing Management.

Marketing Management, 16th edition is the latest version of this landmark text, offering a great insight into the latest theories and practices in the marketing environment.

The book offers an extensive analysis of building and managing successful marketing campaigns, focusing on the decisions Managers face in alignment with company objectives.

Its reader-friendly content, universal practice applications, and reflection of recent developments make this book a must-have that will arm you with the knowledge and tools necessary for a successful career in the field.

MyLab® & Revel® editions are also available with this text.

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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