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
Products list
£28.99
Instant access

Access details

  • Instant 180-day access fulfilled by Pearson
  • Offline and online access via mobile app
  • NB does NOT include access to MyLab/Mastering
  • 3 months free access to language learning support with Mondly

Features

  • Intuitive search and audiobook*
  • Videos, quizzes and interactives
  • Translate text into 100+ languages
  • Create notes and flashcards
  • AI-powered support*

*Available for some titles

Products list
£69.99
Free delivery

Details

  • A print text
  • Free shipping

The undisputed global bestseller in marketing management, now in a practical eTextbook format

Marketing Management, 5th European edition, is the encyclopaedia of marketing and ideal support for undergraduate and postgraduate Marketing Management students. It helps you get an in-depth understanding of European and global perspectives on marketing.

A text blending academic and practitioner material, this all-in-one eTextbook offers leading textbook content and a range of digital tools, with integrated resources designed to support your learning.

With eTextbooks, you can:

  • Customise how you study and add your own notes, bookmarks, and highlights directly in your eTextbook
  • Organise your studying and time and read online or offline, anytime, anywhere
  • Optimise your study with learning content you can access via your computer, mobile, and Android apps
  • Study for your course using an environmentally and accessible friendly learning resource.

Find out more about the benefits of Pearson eTextbooks.

  • 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

Need help? Get in touch