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Published by Pearson (June 26, 2025) © 2024

Philip Kotler | Kevin Keller | Alexander Chernev
    Pearson eTextbook ( 5 years access )
    €49,99

    Including VAT (as applicable)

    ISBN-13: 9781292746326

    Marketing Management, Global Edition -- Pearson eText (OLP) 5Yr Subscription ,17th edition

    Published 2024

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    Language: English

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    PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

    1. Defining Marketing for the New Realities
    2. Marketing Planning and Management

    PART 2: UNDERSTANDING THE MARKET

    1. Analyzing Consumer Markets
    2. Analyzing Business Markets
    3. Conducting Marketing Research

    PART 3: DEVELOPING A VIABLE MARKET STRATEGY

    1. Identifying Market Segments and Target Customers
    2. Crafting a Customer Value Proposition and Positioning

    PART 4: DESIGNING VALUE

    1. Designing and Managing Products
    2. Designing and Managing Services
    3. Building Strong Brands
    4. Managing Pricing and Sales Promotions

    PART 5: COMMUNICATING VALUE

    1. Managing Marketing Communications
    2. Designing an Integrated Marketing Campaign in the Digital Age
    3. Personal Selling and Direct Marketing

    PART 6: DELIVERING VALUE

    1. Designing and Managing Distribution Channels
    2. Managing Retailing

    PART 7: MANAGING GROWTH

    1. Driving Growth in Competitive Markets
    2. Developing New Market Offerings
    3. Building Customer Loyalty
    4. Tapping into Global Markets
    5. Environmental, Social, and Governance Issues in Marketing
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