Marketing Management, Global Edition, 17th edition

Published by Pearson (26 June 2025) © 2024

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College
  • Alexander Chernev Northwestern University
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  • A Course ID link or VLE link from your instructor is required
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Title overview

Marketing Management gives you the tools and frameworks to design and execute successful marketing campaigns. Unsurpassed in depth, breadth and relevance, it focuses on the major decisions that confront marketing managers and top management as they strive to reconcile organizational needs and opportunities.

The 17th Edition builds on what first made it a landmark text, including its classic examples, core concepts and logical structure. The new edition will help you respond to social and technological developments, such as AI, that are opening doors to new business models while redefining marketing success. You’ll also examine changes in marketing theory and practice against relevant examples from various industries.

Table of contents

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

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

PART 2: UNDERSTANDING THE MARKET

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

PART 3: DEVELOPING A VIABLE MARKET STRATEGY

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

PART 4: DESIGNING VALUE

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

PART 5: COMMUNICATING VALUE

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

PART 6: DELIVERING VALUE

  1. Designing and Managing Distribution Channels
  2. Managing Retailing

PART 7: MANAGING GROWTH

  1. Driving Growth in Competitive Markets
  2. Developing New Market Offerings
  3. Building Customer Loyalty
  4. Tapping into Global Markets
  5. Environmental, Social, and Governance Issues in Marketing

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