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"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

  1. 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.

  2. Marketing Planning and Management: It covers the foundational aspects of marketing planning, emphasizing the importance of strategic management in marketing.

  3. 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.

  4. Conducting Marketing Research: The book discusses the role of research in understanding market dynamics and making informed marketing decisions.

  5. Developing a Winning Marketing Strategy: This section focuses on identifying market segments, crafting customer value propositions, and positioning strategies.

  6. Designing Value: The authors explore product and service design, brand management, pricing strategies, and sales promotions.

  7. Communicating Value: The book covers various aspects of marketing communications, including integrated marketing campaigns, personal selling, and direct marketing.

  8. 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:

  1. Fundamentals of Marketing Management

    • Defining marketing for the new realities
    • Marketing planning and management

  2. Understanding the Market

    • Analyzing consumer markets
    • Analyzing business markets
    • Conducting marketing research

  3. Developing a Winning Marketing Strategy

    • Identifying market segments and target customers
    • Crafting a customer value proposition and positioning

  4. Designing Value

    • Designing and managing products
    • Designing and managing services
    • Building strong brands
    • Managing pricing and sales promotions

  5. Communicating Value

    • Managing marketing communications
    • Designing an integrated marketing campaign in the digital age
    • Personal selling and direct marketing

  6. Delivering Value

    • Designing and managing distribution channels
    • Managing retailing

  7. 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.