Pearson eText Access Card for Marketing Management, Global Edition
Pearson Education Limited (Hersteller)
978-1-292-40516-2 (ISBN)
Thegold standard for today’s marketing management student
The world of marketing is changing every day — and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.
PhilipKotler is one of the world’s leading authorities on marketing. He is the S. C.Johnson & Son Distinguished Professor of International Marketing at theKellogg School of Management, Northwestern University (emeritus). He receivedhis master’s degree at the University of Chicago and his PhD at MIT, both ineconomics. He did postdoctoral work in mathematics at Harvard University and inbehavioral science at the University of Chicago. Dr. Kotler is theauthor or coauthor of Principles of Marketing; Marketing: AnIntroduction; Strategic Marketing for Nonprofit Organizations; MarketingModels; The New Competition; Marketing Professional Services; StrategicMarketing for Educational Institutions; Marketing for Health CareOrganizations; High Visibility; Social Marketing; Marketing Places; TheMarketing of Nations; Marketing for Hospitality and Tourism; Standing RoomOnly; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing;Lateral Marketing; Winning at Innovation; Ten Deadly MarketingSins; Chaotics; Winning Global Markets; Corporate Social Responsibility;Confronting Capitalism; Democracy in Decline; Advancing the Common Good; SocialMedia Marketing; Brand Activism; Marketing 3.0, Marketing 4.0, and MyAdventures in Marketing. In addition, he haspublished over 150 articles in leading journals, including HarvardBusiness Review, Sloan Management Review, Business Horizons, CaliforniaManagement Review, Journal of Marketing, Journal of Marketing Research,Management Science, Journal of Business Strategy, and Futurist.He is the only three-time winner of the Alpha Kappa Psi award for the bestannual article published in the Journal of Marketing. Professor Kotlerwas the first recipient of the American Marketing Association’s (AMA)Distinguished Marketing Educator Award (1985); he was chosen as the Leader inMarketing Thought by academic members of the AMA (1975) and received the PaulConverse Award (1978). Other honors include the Prize for Marketing Excellencefrom the European Association of Marketing Consultants and Sales Trainers;Sales and Marketing Executives International’s (SMEI) Marketer of the Year(1995); the Distinguished Educator Award from the Academy of Marketing Science(2002); William L. Wilkie “Marketing for a Better World” Award (2013); ShethFoundation Medal for Exceptional Contribution to Marketing Scholarship andPractice (2013); and induction into the Marketing Hall of Fame (2014). He has received 22honorary doctoral degrees, among them from Stockholm University, the Universityof Zurich, Athens University of Economics and Business, DePaul University, theCracow School of Business and Economics, Groupe H.E.C. in Paris, the BudapestSchool of Economic Science and Public Administration, the University ofEconomics and Business Administration in Vienna, and Plekhanov Russian Academyof Economics. Professor Kotlerhas been a consultant to many major US and foreign companies, including IBM,General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines,and Michelin. In addition, he hasserved as chairman of the College of Marketing of the Institute of ManagementSciences, a director of the American Marketing Association, a trustee of theMarketing Science Institute, a director of the MAC Group, a member of theYankelovich Advisory Board, and a member of the Copernicus Advisory Board. Hewas a member of the Board of Governors of the School of the Art Institute ofChicago and a member of the Advisory Board of the Drucker Foundation. He hastraveled extensively throughout Europe, Asia, and South America, advising manycompanies about global marketing opportunities. KevinLane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean forMarketing and Communications at the Tuck School of Business at DartmouthCollege. Professor Keller has an AB degree in math and economics from CornellUniversity, an MBA from Carnegie-Mellon, and a PhD in marketing from DukeUniversity. At Dartmouth, he teaches MBA courses on strategic brand managementand lectures in executive programs on those topics. Previously,Professor Keller was on the faculty at Stanford University, where he alsoserved as the head of the marketing group. Additionally, he has been on thefaculty at the University of California at Berkeley and the University of NorthCarolina at Chapel Hill, was a visiting professor at Duke University and theAustralian Graduate School of Management, and has two years of industryexperience as marketing consultant for Bank of America. Professor Keller'sgeneral area of expertise is in understanding how theories and concepts relatedto consumer psychology can improve branding and marketing strategies. Hisresearch has been published numerous times in each of the four of the majormarketing journals — the Journal of Marketing, Journal ofMarketing Research, Journal of Consumer Research, and MarketingScience. With over 120 published papers, he is also one of the most heavilycited of all marketing academics, and he has received numerous awards for hisresearch accomplishments. Actively involvedwith industry, Professor Keller has worked on a host of different types ofmarketing projects. He has served as a consultant and advisor to marketers forsome of the world’s most successful brands, including Accenture, American Express,Disney, Ford, Intel, Levi Strauss, L.L. Bean, Nike, Procter & Gamble, andSamsung. He is a popular and highly sought-after speaker and has given keynotespeeches and conducted workshops with top executives in a wide variety offorums. He has lectured all over the world, from Seoul to Johannesburg, fromSydney to Stockholm, and from Sao Paulo to Mumbai. Professor Keller iscurrently conducting a variety of research studies that address strategies tobuild, measure, and manage brand equity. His textbook on those subjects, StrategicBrand Management, added co-author Vanitha Swaminathan for its 5th edition.It has been adopted at top business schools and leading firms around the worldand has been heralded as the “bible of branding.” He has also served as anacademic trustee, executive director, and executive committee member for theMarketing Science Institute. An avid sports,music, and film enthusiast in his so-called spare time, Professor Keller hashelped to manage, market, and serve as executive producer for one ofAustralia’s great rock and roll treasures, The Church, as well as Americanpower-pop legends Tommy Keene and Dwight Twilley. He currently serves on theBoard of Directors for the Lebanon Opera House and the Doug Flutie, Jr.Foundation for Autism. He lives in Etna, NH with his wife, Punam (also a Tuckmarketing professor), and two daughters, Carolyn and Allison. AlexanderChernev is a professor of marketing at the Kellogg School of Management,Northwestern University. He holds an MA and a PhD in psychology from SofiaUniversity and a PhD in business administration from Duke University. He is anacademic thought leader, speaker, and advisor in the area of marketingstrategy, brand management, consumer decision making, and behavioral economics. Professor Chernevhas written numerous articles focused on business strategy, brand management,consumer behavior, and market planning. His research has been published invarious marketing journals and has been frequently quoted in the business andpopular press, including The Wall Street Journal, FinancialTimes, The New York Times, The WashingtonPost, Harvard Business Review, Scientific American, AssociatedPress, Forbes, and Business Week. He was rankedamong the top ten most prolific scholars in the leading marketing journals bythe Journal of Marketing and among the top five marketingfaculty in the area of consumer behavior by a global survey of marketingfaculty published by the Journal of Marketing Education. In addition toacademic and managerial articles, Professor Chernev has published a number ofimpactful books — Strategic Marketing Management: Theory and Practice, StrategicMarketing Management: The Framework, Strategic Brand Management, TheMarketing Plan Handbook, and The Business Model: How to Develop NewProducts, Create Market Value, and Make the Competition Irrelevant —that have been translated into multiple languages and are used in top businessschools around the world. Professor Chernevhas served as an area editor for the Journal of Marketing andthe Journal of Consumer Psychology, and on the editorial boards ofleading research journals, including the Journal of Marketing Research, Journalof Consumer Research, International Journal of Research inMarketing, Journal of the Academy of Marketing Science,and Journal of Marketing Behavior. At the KelloggSchool of Management, Professor Chernev teaches marketing strategy, brandmanagement, and behavioral decision theory in MBA, PhD, and executive educationprograms. He has also taught in executive programs at INSEAD in France andSingapore, at the Institute for Management Development (IMD) in Switzerland,and at Hong Kong University of Science and Technology. He has received numerousteaching awards, including the Core Course Teaching Award, Kellogg FacultyImpact Award, and the Kellogg Executive MBA Program’s Top Professor Award,which he has received twelve times. In addition toresearch and teaching, Professor Chernev has served as an academic trustee andis currently a fellow of the Marketing Science Institute. Hehas served as an expert on numerous legal cases dealing with issues pertainingto intellectual property, consumer behavior, and marketing strategy. Aconsummate educator and presenter, Professor Chernev has keynoted presentationsat conferences and corporate events around the globe. He advises companiesworldwide — from Fortune 500 firms to startups — on issues of marketingstrategy, brand management, strategic planning, and new product development, aswell as on ways to craft their business models, build strong brands, uncovermarket opportunities, develop new products and services, and gain a competitiveadvantage.
PART I:FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PARTII: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research
PARTIII: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning
PARTIV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions
PART V:COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing
PARTVI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing
PARTVII: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing
| Erscheint lt. Verlag | 10.3.2022 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-40516-3 / 1292405163 |
| ISBN-13 | 978-1-292-40516-2 / 9781292405162 |
| Zustand | Neuware |
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