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Marketing Management plus Pearson MyLab Marketing with Pearson eText (Package)

Kotler Philip Keller, Kevin Lane
Kombinasjonsprodukt / 2022 / Engelsk

Produktdetaljer

ISBN
9781292405254
Publisert
2022-04-08
Utgave
16. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1284 gr
Høyde
276 mm
Bredde
216 mm
Dybde
21 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Kombinasjonsprodukt

Forfatter
Kotler Philip
Keller, Kevin Lane

Biographical note

Philip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards.

He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.

His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.

Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics.

He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.

Marketing Management plus Pearson MyLab Marketing with Pearson eText (Package)

Kotler Philip Keller, Kevin Lane
Kombinasjonsprodukt / 2022 / Engelsk
Kotler Philip Keller, Kevin Lane
Kombinasjonsprodukt / 2022 / Engelsk
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Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
Les mer
PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New RealitiesMarketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer MarketsAnalyzing Business MarketsConducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target CustomersCrafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing ProductsDesigning and Managing ServicesBuilding Strong BrandsManaging Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing CommunicationsDesigning an Integrated Marketing Campaign in the Digital AgePersonal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution ChannelsManaging Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive MarketsDeveloping New Market OfferingsBuilding Customer LoyaltyTapping into Global MarketsSocially Responsible Marketing
Les mer
Hallmark features of this titleSpark classroom discussion. Opening vignettes for each chapter place the material introduced in context. The vignettes are great classroom discussion starters, covering topical companies.In-text boxes provide vivid illustrations of the main concepts presented in each chapter, using actual companies and covering a variety of products, services, and markets.Real-world data and examples emphasise the many aspects of marketing. Marketing Insight boxes address a specific marketing topic, providing in-depth coverage and a better student understanding.End-of-chapter sections include questions that promote classroom discussion and student analysis, addressing today's effects of the economic, environmental, and technological changes on the market.
Les mer
New and updated features of this titleEngaging features and success stories spark classroom discussion. Opening vignettes and examples have been thoroughly renewed and updated with fresh cases reflecting recent developments and changes in the field. Examples include Tesla, Net-a-Porter, Soul Cycle, Wegmans, Starbucks, and Uniqlo.Marketing insight boxes present in-depth coverage with new content that includes, among others, the Ethical Issues in Prescription Drug Pricing (Chapter 6) and Managing the Price Image of a Retailer (Chapter 11).A significant reorganisation of the content improves the flow, streamlines previous material, and accommodates the new. Chapter 1: The extensively rewritten introductory chapter defines the scope of marketing management as a business discipline, introducing your students to the topic.Chapter 2: Extensively rewritten to provide students with a practical framework for marketing management and planning.Chapter 16 includes new coverage on franchising.Part VII is a new capstone section that groups growth-related topics across different parts of the previous edition, taking your student learning a step further.Chapter 18 now includes coverage of the business model design and implementation.Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.
Les mer

Relaterte produkter

Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
Les mer
PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New RealitiesMarketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer MarketsAnalyzing Business MarketsConducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target CustomersCrafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing ProductsDesigning and Managing ServicesBuilding Strong BrandsManaging Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing CommunicationsDesigning an Integrated Marketing Campaign in the Digital AgePersonal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution ChannelsManaging Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive MarketsDeveloping New Market OfferingsBuilding Customer LoyaltyTapping into Global MarketsSocially Responsible Marketing
Les mer
Hallmark features of this titleSpark classroom discussion. Opening vignettes for each chapter place the material introduced in context. The vignettes are great classroom discussion starters, covering topical companies.In-text boxes provide vivid illustrations of the main concepts presented in each chapter, using actual companies and covering a variety of products, services, and markets.Real-world data and examples emphasise the many aspects of marketing. Marketing Insight boxes address a specific marketing topic, providing in-depth coverage and a better student understanding.End-of-chapter sections include questions that promote classroom discussion and student analysis, addressing today's effects of the economic, environmental, and technological changes on the market.
Les mer
New and updated features of this titleEngaging features and success stories spark classroom discussion. Opening vignettes and examples have been thoroughly renewed and updated with fresh cases reflecting recent developments and changes in the field. Examples include Tesla, Net-a-Porter, Soul Cycle, Wegmans, Starbucks, and Uniqlo.Marketing insight boxes present in-depth coverage with new content that includes, among others, the Ethical Issues in Prescription Drug Pricing (Chapter 6) and Managing the Price Image of a Retailer (Chapter 11).A significant reorganisation of the content improves the flow, streamlines previous material, and accommodates the new. Chapter 1: The extensively rewritten introductory chapter defines the scope of marketing management as a business discipline, introducing your students to the topic.Chapter 2: Extensively rewritten to provide students with a practical framework for marketing management and planning.Chapter 16 includes new coverage on franchising.Part VII is a new capstone section that groups growth-related topics across different parts of the previous edition, taking your student learning a step further.Chapter 18 now includes coverage of the business model design and implementation.Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.
Les mer

Produktdetaljer

ISBN
9781292405254
Publisert
2022-04-08
Utgave
16. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1284 gr
Høyde
276 mm
Bredde
216 mm
Dybde
21 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Kombinasjonsprodukt

Forfatter
Kotler Philip
Keller, Kevin Lane

Biographical note

Philip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards.

He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.

His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.

Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics.

He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.

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