Pearson+

Marketing Management, 17th edition

  • Philip Kotler
  • , Kevin Lane Keller
  • , Alexander Chernev

  • Find it fast
    Find it fast

    Quickly navigate your eTextbook with search

  • Stay organized
    Stay organized

    Access all your eTextbooks in one place

  • Easily continue access
    Easily continue access

    Keep learning with auto-renew

Marketing Management gives you the tools and frameworks to design and execute successful marketing campaigns. Unsurpassed in depth, breadth and relevance, it focuses on the major decisions that confront marketing managers and top management as they strive to reconcile organizational needs and opportunities.

The 17th Edition builds on what first made it a landmark text, including its classic examples, core concepts and logical structure. The new edition will help you respond to social and technological developments, such as AI, that are opening doors to new business models while redefining marketing success. You’ll also examine changes in marketing theory and practice against relevant examples from various industries.

Published by Pearson (November 6th 2024) - Copyright © 2026

ISBN-13: 9780138184889

Subject: Marketing

Category: Marketing Management & Strategy

PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

  1. Defining Marketing for the New Realities
  2. Marketing Planning and Management

PART 2: UNDERSTANDING THE MARKET

  1. Analyzing Consumer Markets
  2. Analyzing Business Markets
  3. Conducting Marketing Research

PART 3: DEVELOPING A VIABLE MARKET STRATEGY

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

PART 4: DESIGNING VALUE

  1. Designing and Managing Products
  2. Designing and Managing Services
  3. Building Strong Brands
  4. Managing Pricing and Sales Promotions

PART 5: COMMUNICATING VALUE

  1. Managing Marketing Communications
  2. Designing an Integrated Marketing Campaign in the Digital Age
  3. Personal Selling and Direct Marketing

PART 6: DELIVERING VALUE

  1. Designing and Managing Distribution Channels
  2. Managing Retailing

PART 7: MANAGING GROWTH

  1. Driving Growth in Competitive Markets
  2. Developing New Market Offerings
  3. Building Customer Loyalty
  4. Tapping into Global Markets
  5. Environmental, Social, and Governance Issues in Marketing