Last edition Elsevier The gold standard for today’s marketing management student. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
Last Edition
ISBN 13: 9781292089584
Imprint: Pearson Education Limited
Language: English
Authors: Philip Kotler
Pub Date: 12/2017
Pages: 960
Illus: Illustrated
Weight: 1,868.00 grams
Size: h 214 x 274 mm
Product Type: Softcover
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- • NEW! Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.
- • NEW! In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.
- • Address today’s economic, environmental, and technological changes in marketing: Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.
- • Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary.
- Philip Kotler. Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor; currently the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He gave the definition of marketing mix. He is the author of over 60 marketing books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response.
- Part 1. Understanding Marketing Management
- 1. Defining Marketing for the New Realities
- 2. Developing Marketing Strategies and Plans
- Part 2. Capturing Marketing Insights
- 3. Gathering Information and Forecasting Demand
- 4. Conducting Marketing Research
- Part 3. Connecting with Customers
- 5. Creating Customer Value, Satisfaction, and Loyalty
- 6. Analyzing Consumer Markets
- 7. Analyzing Business Markets
- 8. Identifying Market Segments and Targets
- Part 4. Building Strong Brands
- 9. Creating Brand Equity
- 10. Crafting the Brand Positioning
- 11. Competitive Dynamics
- Part 5. Shaping the Market Offerings
- 12. Setting Product Strategy
- 13. Designing and Managing Services
- 14. Developing Pricing Strategies and Programs
- Part 6. Delivering Value
- 15. Designing and Managing Marketing Channels and Value Networks
- 16. Managing Retailing, Wholesaling, and Logistics
- Part 7. Communicating Value
- 17. Designing and Managing Integrated Marketing Communications
- 18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
- 19. Managing Digital Communications: Online, Social Media, and Mobile
- 20. Managing Personal Communications: Direct and Database Marketing, Word of Mouth, and Personal Selling
- Part 8. Creating Successful Long-Term Growth
- 21. Introducing New Market Offerings
- 22. Tapping into Global Markets
- 23. Managing a Holistic Marketing Organization
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