Marketing Management
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By: Philip Kotler, Kevin Lane Keller, Alexander Chernev
This print textbook is available for students to rent for their classes. The Pearson print rental program provides students with affordable access to learning materials, so they come to class ready to succeed. For undergraduate and graduate courses in marketing management. The gold standard for today's marketing management student The world of marketing is changing every day -- and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.
AI Overview
"Marketing Management" by Philip Kotler, Kevin Lane Keller, and Alexander Chernev is a comprehensive graduate-level textbook in the field of marketing. Here is a detailed overview of the book, including its key themes, structure, and critical reception.
Key Themes
Defining Marketing for the New Realities: The book begins by addressing the evolving nature of marketing, including the impact of digital technologies and changing consumer behaviors.
Marketing Planning and Management: It covers the foundational aspects of marketing planning, emphasizing the importance of strategic management in marketing.
Analyzing Consumer and Business Markets: The authors delve into the analysis of both consumer and business markets, highlighting the differences and similarities between these two types of markets.
Conducting Marketing Research: The book discusses the role of research in understanding market dynamics and making informed marketing decisions.
Developing a Winning Marketing Strategy: This section focuses on identifying market segments, crafting customer value propositions, and positioning strategies.
Designing Value: The authors explore product and service design, brand management, pricing strategies, and sales promotions.
Communicating Value: The book covers various aspects of marketing communications, including integrated marketing campaigns, personal selling, and direct marketing.
Delivering Value: It discusses distribution channels, retailing, and managing growth in competitive markets, as well as socially responsible marketing practices.
Structure
The book is divided into seven parts:
Fundamentals of Marketing Management
- Defining marketing for the new realities
- Marketing planning and management
Understanding the Market
- Analyzing consumer markets
- Analyzing business markets
- Conducting marketing research
Developing a Winning Marketing Strategy
- Identifying market segments and target customers
- Crafting a customer value proposition and positioning
Designing Value
- Designing and managing products
- Designing and managing services
- Building strong brands
- Managing pricing and sales promotions
Communicating Value
- Managing marketing communications
- Designing an integrated marketing campaign in the digital age
- Personal selling and direct marketing
Delivering Value
- Designing and managing distribution channels
- Managing retailing
Managing Growth
- Driving growth in competitive markets
- Developing new market offerings
- Building customer loyalty
- Tapping into global markets
- Socially responsible marketing.
Critical Reception
"Marketing Management" by Philip Kotler, Kevin Lane Keller, and Alexander Chernev is widely regarded as a seminal work in the field of marketing. It has been praised for its comprehensive coverage of marketing concepts, strategies, and practices. The book has been used in graduate-level courses around the world and is considered the most widely used graduate-level textbook in marketing.
Professor Kotler, known for his contributions to the field of marketing, was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award in 1985. The book reflects his extensive experience and expertise in marketing, making it a trusted resource for both students and professionals.
Overall, "Marketing Management" provides a thorough and structured approach to understanding the complexities of modern marketing, making it an essential read for anyone interested in the field.