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Marketing Management, 5th edition

Published by Pearson (June 5, 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 for undergraduate and postgraduate programmes

Marketing Management, 5th European edition, is the encyclopaedia of marketing and ideal support as you guide your students through the challenges and fast-moving pace of modern marketing. Combining traditional marketing with modern concepts, it remains one of the most significant textbooks in marketing management.

Hallmark features of this title

A textbook combining traditional aspects of marketing with modern concepts

  • Offers a range of in-depth European case studies, integrating the main parts of the book
  • Argues the case for marketing management in Europe and explores its practice through the use of a number of European marketing management examples
  • Offers both European and global perspectives on marketing, including insights into international marketing and cultural considerations

A carefully designed structure and style help you keep your students engaged

  • A structure designed specifically to fit the way the course is taught in Europe, featuring work from prominent European academics
  • Emphasises the importance of creative thinking and its contribution to marketing practice
  • Focuses on accessibility, theoretical rigour, and managerial relevance

New and updated features of this title

Additional content creates a wider appeal to students in Europe

  • All chapters provide a European focus and include illustrations drawn from European companies
  • New European case studies and exercises to help readers bridge the gap between knowledge and practice
  • Focus on digital technologies such as robotics, artificial intelligence, 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

New sections throughout the text reflect the fast-paced nature of modern marketing management. Updated content includes:

  • Chapter 1 contains a discussion on marketing management challenges during global crises such as climate change, geopolitical turmoil and new technological developments
  • Chapter 2 explores the increasingly complex European and global markets and marketing management issues
  • Chapter 4 analyses how AI is a major game changer in marketing management
  • Chapter 6 includes newexamples of marketing research
  • Chapter 15 introducesthe development of new market offerings in Europe

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  • 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

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 member of many advisory boards.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.

Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.

Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.

Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.

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Pearson eTextbook: What’s on the inside just might surprise you

They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.Â