• Preface
• Acknowledgements
• Publisher's acknowledgements

Part 1 Understanding Marketing Management

1. Defining marketing for the new realities
2. Understanding marketing management within a global context
3. Developing marketing strategies and plans
4. Managing digital technology in marketing

Part 2 Capturing Marketing Insights

1. The changing marketing environment and information management
2. Managing market research and forecasting
3. Analysing consumer markets
4. Analysing business markets
5. Dealing with competition

Part 3 Connecting with Customers

1. Seeking and developing target marketing differentiation strategies
2. Creating customer value, satisfaction and loyalty
3. Creating and managing brands and brand equity
4. Digital and global brand management strategies

Part 4 Shaping and Pricing the Market Offering

1. Designing, developing and managing market offerings
2. Introducing new market offerings
3. Developing and managing pricing strategies

Part 5 Communicating Value

1. Designing and managing non-personal marketing communications
2. Managing personal communications

Part 6 Delivering Value

1. Designing and managing distribution channels and global value networks
2. Managing process, people and physical evidence

Part 7 Managing Marketing Implementation and Control

1. Implementing marketing management
2. Managing marketing metrics

• Glossary
• Index

An encyclopaedia of marketing, the classic Marketing Management is considered as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern themes.

The new edition offers:

• A structure designed specifically to fit the way the course is taught in Europe featuring work from prominent European academics
• New and in-depth European case studies and examples help readers bridge the gap between knowledge and practice
• Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices
• Inclusion of European and global perspectives on marketing, including insights into international marketing and cultural considerations
• Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability

About the authors:

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.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.

Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.

Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.

Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.

Pearson, the world's learning company.

• Offers a range of in-depth European case studies, integrating the main parts of the book
• Argues the case for marketing management in Europe and explores its practice through the use of a number of European marketing management examples
• Offers both European and global perspectives on marketing, including insights into international marketing and cultural considerations

• A structure designed specifically to fit the way the course is taught in Europe, featuring work from prominent European academics
• Emphasises the importance of creative thinking and its contribution to marketing practice
• Focuses on accessibility, theoretical rigour, and managerial relevance

• All chapters provide a European focus and include illustrations drawn from European companies
• New European case studies and exercises to help readers bridge the gap between knowledge and practice
• Focus on digital technologies such as robotics, artificial intelligence, augmented and virtual reality, and their impact on marketing management skill sets and practices
• Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability

• Chapter 1 contains a discussion on marketing management challenges during global crises such as climate change, geopolitical turmoil and new technological developments
• Chapter 2 explores the increasingly complex European and global markets and marketing management issues
• Chapter 4 analyses how AI is a major game changer in marketing management
• Chapter 6 includes newexamples of marketing research
• Chapter 15 introducesthe development of new market offerings in Europe