Marketing Management, 5th edition

Published by Pearson (July 5, 2024) © 2024

  • Malcolm Goodman Durham University Business school
  • Torben Hansen Copenhagen Business School
  • Philip Kotler Northwestern University
  • Mairead Brady Trinity College, Dublin
  • Kevin Lane Keller
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The bestseller in European marketing management that offers the most authoritative overview of marketing

An encyclopaedia of marketing, the classic Marketing Management is now in its 5th European edition. Whether you are an undergraduate or postgraduate student in Marketing Management, this text is the best resource to help you get an in-depth understanding of European and global perspectives on marketing, including insights into international marketing and cultural considerations.

Retaining its most significant features at the heart of its content - accessibility, theoretical rigour and managerial relevance - this book reflects the fast-moving pace of modern marketing.

Featuring work from prominent European academics, new case studies and examples, this edition will provide you with all the tools you need to be successful in your course.

  • 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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