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Published by Pearson (July 5, 2024) © 2024

Malcolm Goodman | Torben Hansen | Philip Kotler | Mairead Brady | Kevin Keller
    Pearson eTextbook (1826 Days access)
    €49,99
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    ISBN-13: 9781292473666

    Marketing Management ,5th edition

    Published 2024

    Language: English

    The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice

    A key text both for undergraduate and postgraduate programmes in Marketing Management.

    An encyclopaedia of marketing, the classic Marketing Management is considered by many 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 explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

    Key features of this book include:

    • A structure designed specifically to fit the way the course is taught in Europe
    • New and updated in-depth European case studies 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
    • Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability

    Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

    • 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
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