Marketing Management, 5th edition

Published by Pearson (May 10, 2024) © 2024

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College
  • Mairead Brady Trinity College, Dublin
  • Malcolm Goodman Durham University Business school
  • Torben Hansen Copenhagen Business School
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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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