Marketing Management, 5th edition

Published by Pearson (July 5, 2024) © 2024

  • Malcolm Goodman Durham University Business school
  • Torben Hansen Copenhagen Business School
  • Philip Kotler Northwestern University
  • Mairead Brady Trinity College, Dublin
  • Kevin Lane Keller Dartmouth College
Products list
$64.95 NZD
Instant access

Access details

  • Instant access once purchased
  • Offline access via app

Title overview

The undisputed global bestseller in marketing management

A key text both for undergraduate and postgraduate programmes in Marketing Management.

An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. The 5th European edition offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Table of contents

  • Part 1 Understanding Marketing Management
  • Defining marketing for the new realities
  • Understanding marketing management within a global context
  • Developing marketing strategies and plans
  • Managing digital technology in marketing
  • Part 2 Capturing Marketing Insights
  • The changing marketing environment and information management
  • Managing market research and forecasting
  • Analysing consumer markets
  • Analysing business markets
  • Dealing with competition
  • Part 3 Connecting with Customers
  • Seeking and developing target marketing differentiation strategies
  • Creating customer value, satisfaction and loyalty
  • Creating and managing brands and brand equity
  • Digital and global brand management strategies
  • Part 4 Shaping and Pricing the Market Offering
  • Designing, developing and managing market offerings
  • Introducing new market offerings
  • Developing and managing pricing strategies
  • Part 5 Communicating Value
  • Designing and managing non-personal marketing communications
  • Managing personal communications
  • Part 6 Delivering Value
  • Designing and managing distribution channels and global value networks
  • Managing process, people and physical evidence
  • Part 7 Managing Marketing Implementation and Control
  • Implementing marketing management
  • Managing marketing metrics
  • Glossary
  • Index

Need help?Get in touch