Marketing Management, Global Edition, 16th edition

Philip Kotler Northwestern University
Kevin Lane Keller Dartmouth College
Alexander Chernev Northwestern University

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Multimedia and practice embedded throughout quality author content help students explore and apply concepts
Interactive assignments foster and assess critical-thinking skills
Valuable performance insights help tailor instruction

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Introduce your students to the fundamental aspects of Marketing Management with this industry-leading text.

Marketing Management, 16^th edition is the latest version of this landmark text and ideal support for your teaching as you introduce your students to the theories and practices of the subject.

The book offers an extensive analysis of building and managing successful marketing campaigns, focusing closely on the decisions that Managers face in alignment with company needs and objectives.

Thoroughly updated to reflect recent changes and developments, this must-have book will arm your students with the tools necessary for a successful career in the field.

This text includes a Revel^® edition.

Hallmark features of this title

Spark classroom discussion.

Opening vignettes for each chapter place the material introduced in context. The vignettes are great classroom discussion starters, covering topical companies.
In-text boxes provide vivid illustrations of the main concepts presented in each chapter, using actual companies and covering a variety of products, services, and markets.

Real-world data and examples emphasise the many aspects of marketing.

Marketing Insight boxes address a specific marketing topic, providing in-depth coverage and a better student understanding.
End-of-chapter sections include questions that promote classroom discussion and student analysis, addressing today's effects of the economic, environmental, and technological changes on the market.

New and updated features of this title

Engaging features and success stories spark classroom discussion.

Opening vignettes and examples have been thoroughly renewed and updated with fresh cases reflecting recent developments and changes in the field. Examples include Tesla, Net-a-Porter, Soul Cycle, Wegmans, Starbucks, and Uniqlo.
Marketing insight boxes present in-depth coverage with new content that includes, among others, the Ethical Issues in Prescription Drug Pricing (Chapter 6) and Managing the Price Image of a Retailer (Chapter 11).

A significant reorganisation of the content improves the flow, streamlines previous material, and accommodates the new.

Chapter 1: The extensively rewritten introductory chapter defines the scope of marketing management as a business discipline, introducing your students to the topic.
Chapter 2: Extensively rewritten to provide students with a practical framework for marketing management and planning.
Chapter 16 includes new coverage on franchising.
Part VII is a new capstone section that groups growth-related topics across different parts of the previous edition, taking your student learning a step further.
Chapter 18 now includes coverage of the business model design and implementation.
Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.

Features of MyLab Marketing for the 16th edition

The flexible teaching and learning platform that allows instructors to reach every student.

Before Class

The Chapter Warm-up is a graded assignment that helps your students prepare for the material before class, consisting of basic questions related to the content.
Dynamic Study Modules: Now, thanks to advances in adaptive learning technology, you can assess student performance in real-time, using data on your computer, tablet, or smartphone.

During Class

Learning Catalytics: An interactive tool that uses students' smartphones, tablets, or laptops to engage them in more sophisticated tasks.

Instructors, you can:

Pose a variety of open-ended questions.
Adjust your instructional strategy to engage your students.
Generate classroom discussion and promote peer-to-peer learning.
Reporting Dashboard: View, analyse and report learning outcomes, and keep your students on track.

After Class

Branching, Decision-Making Simulations: Decision-making simulations put your students in a Manager role to make a series of decisions based on a realistic business challenge.
Video Exercises: Engaging videos explore a variety of business topics, with quizzes to assess comprehension of the concepts covered.

Discover more about MyLab^®Marketing.

Features of Pearson eText for the 16th Edition

A contemporary look into the fascinating world of Marketing Management.

Marketing Management,16^th edition is the latest version of this industry-leading text that consistently manages to reflect the current changes in the field. With the world of marketing changing every day, your students need a textbook that will offer them a competitive edge, reflecting the best of today's marketing theory and practices.

Extend learning beyond the classroom — the benefits of creating a Pearson eText course.

Share highlights and notes with students. Add your personal teaching style to important topics, call out need-to-know information, or clarify difficult concepts directly.
Access reading analytics. Use the dashboard to gain insight into how students are working in their eText to plan more effective instruction in and out of class.
Schedule readings. Add due dates, so your students know exactly what to read so they come to class prepared.
Read online or offline. Download the mobile app to read wherever life takes you, even offline. Also available in audiobook format. The app is available on the App Store^® and Google Play Store.
Integrate with your LMS. Get up and running quickly on the first day of class. LMS integration provides institutions, instructors, and students with single sign-on access to Pearson eText via Blackboard Learn, Canvas, Brightspace^® by D2L^®, and Moodle. (Note: If you integrate Pearson eText with your LMS, students must redeem or purchase access through the LMS.)
Engage learners with compelling media. Videos and animations bring key concepts to life, helping students place what they read into context.

Learn more about Pearson eText.

Features of Revel for the 16th edition

Help your students stay on top of current changes and developments in Marketing Management.

Marketing Management, 16^th edition is the latest version of this industry-leading text that consistently manages to reflect current changes and developments in the field. With the world of marketing changing every day, your students need a textbook that will offer a competitive edge, reflecting today's marketing theory and practices.

Dynamic content brings concepts to life

Videos and interactives integrated into the narrative help students learn actively and retain their learning.
Embedded assessments help students check their understanding, spot gaps in their learning, and request feedback.
Writing assignments enable you to foster and assess their critical thinking.
The Revel^® mobile app allows students to read and practice anywhere, anytime, on any device — online and offline.
The audio playlist allows students to listen and learn as they go.

Actionable insights help improve results.

The educator dashboard and enhanced grades view offer a glance and detailed insight into your class' performance respectively, ensuring it stays on pace.
LMS integration offers institutions, instructors and easy access to Revel courses via Blackboard Learn, Canvas, Brightspace by D2L, and Moodle.

Learn more about Revel^®.

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

Defining Marketing for the New Realities
Marketing Planning and Management

PART II: UNDERSTANDING THE MARKET

Analyzing Consumer Markets
Analyzing Business Markets
Conducting Marketing Research

PART III: DEVELOPING A WINNING MARKETING STRATEGY

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

PART IV: DESIGNING VALUE

Designing and Managing Products
Designing and Managing Services
Building Strong Brands
Managing Pricing and Sales Promotions

PART V: COMMUNICATING VALUE

Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Personal Selling and Direct Marketing

PART VI: DELIVERING VALUE

Designing and Managing Distribution Channels
Managing Retailing

PART VII: MANAGING GROWTH

Driving Growth in Competitive Markets
Developing New Market Offerings
Building Customer Loyalty
Tapping into Global Markets
Socially Responsible Marketing

Philip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards.

He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.

His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.

Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics.

He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.

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MyLab
Reach every student with MyLab^®. This flexible digital platform combines trusted author content, online assessments and customisable features so you can personalise learning and improve results, one student at a time.

Revel
Improve results by empowering students to actively participate in learning. Revel^® is an end-to-end teaching and learning experience. It delivers an engaging blend of author content, media and assessment to help students to read and practice in one continuous experience. User-friendly, with Revel students can study anytime, anywhere, on any device.

Pearson eText
Extend learning beyond the classroom. Pearson eText is an easy-to-use digital textbook. It lets students customise how they study and learn with enhanced search and the ability to create flashcards, highlight and add notes all in one place. The mobile app lets students learn wherever life takes them, offline or online.

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Help students learn, wherever life takes them

Your students deserve more than just a digital textbook. Revel^® combines content, media, and assessment to create an engaging, immersive experience that lets them learn on the go — anytime, anywhere, on any device.