Strengthen your understanding of the principles of marketing management with this bestselling text. Marketing Management, 4th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen 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. Now in its 4th edition, Marketing Management remains current with fresh learning features including: New examples from across the world. The inclusion of European academic thought in the text. A focus on the digital challenges for marketers. The importance of creative thinking and its contribution to marketing practice. Case studies throughout to consolidate understanding. 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.
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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