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This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
For undergraduate and graduate courses in marketing management
The gold standard for todays marketing management student
The world of marketing is changing every day and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in itsbreadth, depth, and relevance, the 16th Edition features astreamlined organization of the content, updated material, and new examplesthat reflect the very latest market developments. After reading this landmarktext, students will be armed with the knowledge and tools to succeed in the newmarket environment around them.
MyLab® Marketing is not included. Students, if PearsonMyLab Marketing is a recommended/mandatory component of the course, please askyour instructor for the correct ISBN. Pearson MyLab Marketing should only bepurchased when required by an instructor. Instructors, contact your Pearsonrepresentative for more information.
Features
Real-world dataand examples emphasize the many aspects of marketing
• NEW - In-text examples illustrate key concepts and enhance the relevance of any theoretical discussion. New examples focus on Wegmans, Starbucks, Uniqlo, and more.
• NEW - Marketing Insight boxes address a specific marketing topic in greater detail to provide in-depth coverage and foster better student understanding of the topic. New content includes Ethical Issues in Prescription Drug Pricing (Chapter 6), Managing the Price Image of a Retailer (Chapter 11), and more.
• NEW - Marketing Spotlight boxes use a relevant real-world company, such as Alibaba (Chapter 3), Uber (Chapter 11) and Airbnb (Chapter 17), to illustrate the marketing concepts covered in the chapter. Questions give students an opportunity to confirm their understanding and apply critical thinking.
Engagingfeatures help spark classroom discussion
• NEW - Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. Covering topical brands and companies, such as Tesla, Net-a-Porter, and Soul Cycle, the vignettes are a great way to encourage discussion.
• Marketing in Action Mini Cases highlight innovative and insightful marketing accomplishments from leading organizations. Each case includes questions that promote class discussion and student analysis.
Asignificant reorg of the content accommodates new and streamlines previousmaterial
• UPDATED - Chapter 1 has been substantively rewritten to serve as an introduction chapter that defines the scope of marketing management as a business discipline.
• NEW and UPDATED - Chapter 2 has been extensively rewritten to provide a practical framework for marketing management and marketing planning.
• REVISED - Parts VI and VII from the previous edition have been switched so that the topic of communications is introduced before the topic of distribution to better align the content with the view of marketing as a process of designing, communicating, and delivering value.
• NEW - Chapter 16 includes new coverage on franchising.
• NEW - Part VII is a new capstone section that groups growth-related topics covered across different parts of the previous edition.
• NEW - Chapter 18 includes new coverage of business model design and implementation.
• NEW - Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.
MyLab® Marketingis not included.Students, if Pearson MyLab Marketing is a recommended/mandatory component ofthe course, please ask your instructor for the correct ISBN. Pearson MyLabMarketing should only be purchased when required by an instructor. Instructors,contact your Pearson representative for more information.
• The Chapter Warm-up helps you hold students accountable for the basic material in the textbook chapter. The assignment consists of basic questions related to the textbook content, and students have the chance to access their etext to read about the topics in question. This assignment is graded, and you can be sure that students are exposed to the textbook material before coming to class, and through item analysis in the assignment see what students know and dont know.
• Dynamic Study Modules: Not every student learns the same way and at the same rate. Now, thanks to advances in adaptive learning technology, you no longer have to teach as if they do. Dynamic Study Modules continuously assess student performance and activity in real time, and, using data and analytics, personalize content to reinforce concepts that target each student's strengths and weaknesses. You can assign Dynamic Study Modules as homework and receive results right in your gradebook. And, because your students are always on the go, Dynamic Study Modules can be accessed from any computer, tablet, or smartphone.
• Learning Catalytics is an interactive, classroom tool that uses students smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:
• Pose a variety of open-ended questions that help your students develop critical thinking skills
• Monitor responses to find out where students are struggling
• Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class
• Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning
• Branching, Decision-Making Simulations: Decision-making simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.
• Video Exercises: These engaging videos explore a variety of business topics related to the theory students are learning in class. Quizzes assess students comprehension of the concepts covered in each video.
• Quizzes and Tests: Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.
Contents
PART I:FUNDAMENTALS OF MARKETING MANAGEMENT
1. Defining Marketing for the New Realities
2. Marketing Planning and Management
PARTII: UNDERSTANDING THE MARKET
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research
PARTIII: DEVELOPING A WINNING MARKETING STRATEGY
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning
PARTIV: DESIGNING VALUE
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions
PART V:COMMUNICATING VALUE
12. Managing Marketing Communications
13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing
PARTVI: DELIVERING VALUE
15. Designing and Managing Distribution Channels
16. Managing Retailing
PARTVII: MANAGING GROWTH
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing
Digital
This title can be supported by MyLab Marketing, an online homework and tutorial system, designed to test and build your students understanding. If you'd like to arrange a demonstration of MyLab Accounting, let us know by contacting us at docent@pearson.com and we can get a Pearson representative to contact you. Visit Pearson MyLab & Mastering to find out how it can improve results by engaging students effectively with immersive content, tools, and experiences.
Pearson eText Access Card for Marketing Management, Global Edition
Kotler & Keller
ISBN: 9781292405162
Access Card -- Pearson MyLab Marketing with Pearson eText for Marketing Management, Global Edition
Kotler & Keller
ISBN: 9781292405186
Resources
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Instructor's Resource Manual for Marketing Management, Global Edition
Kotler & Keller
ISBN: 9781292404714
Authors
Philip Kotler is one of the worlds leading authorities on marketing. He is the S. C.Johnson & Son Distinguished Professor of International Marketing at theKellogg School of Management, Northwestern University (emeritus). He receivedhis masters degree at the University of Chicago and his PhD at MIT, both ineconomics. He did postdoctoral work in mathematics at Harvard University and inbehavioral science at the University of Chicago.
Dr. Kotler is theauthor or coauthor of Principles of Marketing; Marketing: AnIntroduction; Strategic Marketing for Nonprofit Organizations; MarketingModels; The New Competition; Marketing Professional Services; StrategicMarketing for Educational Institutions; Marketing for Health CareOrganizations; High Visibility; Social Marketing; Marketing Places; TheMarketing of Nations; Marketing for Hospitality and Tourism; Standing RoomOnly; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing;Lateral Marketing; Winning at Innovation; Ten Deadly MarketingSins; Chaotics; Winning Global Markets; Corporate Social Responsibility;Confronting Capitalism; Democracy in Decline; Advancing the Common Good; SocialMedia Marketing; Brand Activism; Marketing 3.0, Marketing 4.0, and MyAdventures in Marketing.
In addition, he haspublished over 150 articles in leading journals, including HarvardBusiness Review, Sloan Management Review, Business Horizons, CaliforniaManagement Review, Journal of Marketing, Journal of Marketing Research,Management Science, Journal of Business Strategy, and Futurist.He is the only three-time winner of the Alpha Kappa Psi award for the bestannual article published in the Journal of Marketing.
Professor Kotlerwas the first recipient of the American Marketing Associations (AMA)Distinguished Marketing Educator Award (1985); he was chosen as the Leader inMarketing Thought by academic members of the AMA (1975) and received the PaulConverse Award (1978). Other honors include the Prize for Marketing Excellencefrom the European Association of Marketing Consultants and Sales Trainers;Sales and Marketing Executives Internationals (SMEI) Marketer of the Year(1995); the Distinguished Educator Award from the Academy of Marketing Science(2002); William L. Wilkie Marketing for a Better World Award (2013); ShethFoundation Medal for Exceptional Contribution to Marketing Scholarship andPractice (2013); and induction into the Marketing Hall of Fame (2014).
He has received 22honorary doctoral degrees, among them from Stockholm University, the Universityof Zurich, Athens University of Economics and Business, DePaul University, theCracow School of Business and Economics, Groupe H.E.C. in Paris, the BudapestSchool of Economic Science and Public Administration, the University ofEconomics and Business Administration in Vienna, and Plekhanov Russian Academyof Economics.
Professor Kotlerhas been a consultant to many major US and foreign companies, including IBM,General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines,and Michelin.
In addition, he hasserved as chairman of the College of Marketing of the Institute of ManagementSciences, a director of the American Marketing Association, a trustee of theMarketing Science Institute, a director of the MAC Group, a member of theYankelovich Advisory Board, and a member of the Copernicus Advisory Board. Hewas a member of the Board of Governors of the School of the Art Institute ofChicago and a member of the Advisory Board of the Drucker Foundation. He hastraveled extensively throughout Europe, Asia, and South America, advising manycompanies about global marketing opportunities.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean forMarketing and Communications at the Tuck School of Business at DartmouthCollege. Professor Keller has an AB degree in math and economics from CornellUniversity, an MBA from Carnegie-Mellon, and a PhD in marketing from DukeUniversity. At Dartmouth, he teaches MBA courses on strategic brand managementand lectures in executive programs on those topics.
Previously,Professor Keller was on the faculty at Stanford University, where he alsoserved as the head of the marketing group. Additionally, he has been on thefaculty at the University of California at Berkeley and the University of NorthCarolina at Chapel Hill, was a visiting professor at Duke University and theAustralian Graduate School of Management, and has two years of industryexperience as marketing consultant for Bank of America.
Professor Keller'sgeneral area of expertise is in understanding how theories and concepts relatedto consumer psychology can improve branding and marketing strategies. Hisresearch has been published numerous times in each of the four of the majormarketing journals the Journal of Marketing, Journal ofMarketing Research, Journal of Consumer Research, and MarketingScience. With over 120 published papers, he is also one of the most heavilycited of all marketing academics, and he has received numerous awards for hisresearch accomplishments.
Actively involvedwith industry, Professor Keller has worked on a host of different types ofmarketing projects. He has served as a consultant and advisor to marketers forsome of the worlds most successful brands, including Accenture, American Express,Disney, Ford, Intel, Levi Strauss, L.L. Bean, Nike, Procter & Gamble, andSamsung. He is a popular and highly sought-after speaker and has given keynotespeeches and conducted workshops with top executives in a wide variety offorums. He has lectured all over the world, from Seoul to Johannesburg, fromSydney to Stockholm, and from Sao Paulo to Mumbai.
Professor Keller iscurrently conducting a variety of research studies that address strategies tobuild, measure, and manage brand equity. His textbook on those subjects, StrategicBrand Management, added co-author Vanitha Swaminathan for its 5th edition.It has been adopted at top business schools and leading firms around the worldand has been heralded as the bible of branding. He has also served as anacademic trustee, executive director, and executive committee member for theMarketing Science Institute.
An avid sports,music, and film enthusiast in his so-called spare time, Professor Keller hashelped to manage, market, and serve as executive producer for one ofAustralias great rock and roll treasures, The Church, as well as Americanpower-pop legends Tommy Keene and Dwight Twilley. He currently serves on theBoard of Directors for the Lebanon Opera House and the Doug Flutie, Jr.Foundation for Autism. He lives in Etna, NH with his wife, Punam (also a Tuckmarketing professor), and two daughters, Carolyn and Allison.
Alexander Chernev is a professor of marketing at the Kellogg School of Management,Northwestern University. He holds an MA and a PhD in psychology from SofiaUniversity and a PhD in business administration from Duke University. He is anacademic thought leader, speaker, and advisor in the area of marketingstrategy, brand management, consumer decision making, and behavioral economics.
Professor Chernevhas written numerous articles focused on business strategy, brand management,consumer behavior, and market planning. His research has been published invarious marketing journals and has been frequently quoted in the business andpopular press, including The Wall Street Journal, FinancialTimes, The New York Times, The WashingtonPost, Harvard Business Review, Scientific American, AssociatedPress, Forbes, and Business Week. He was rankedamong the top ten most prolific scholars in the leading marketing journals bythe Journal of Marketing and among the top five marketingfaculty in the area of consumer behavior by a global survey of marketingfaculty published by the Journal of Marketing Education.
In addition toacademic and managerial articles, Professor Chernev has published a number ofimpactful books Strategic Marketing Management: Theory and Practice, StrategicMarketing Management: The Framework, Strategic Brand Management, TheMarketing Plan Handbook, and The Business Model: How to Develop NewProducts, Create Market Value, and Make the Competition Irrelevant that have been translated into multiple languages and are used in top businessschools around the world.
Professor Chernevhas served as an area editor for the Journal of Marketing andthe Journal of Consumer Psychology, and on the editorial boards ofleading research journals, including the Journal of Marketing Research, Journalof Consumer Research, International Journal of Research inMarketing, Journal of the Academy of Marketing Science,and Journal of Marketing Behavior.
At the KelloggSchool of Management, Professor Chernev teaches marketing strategy, brandmanagement, and behavioral decision theory in MBA, PhD, and executive educationprograms. He has also taught in executive programs at INSEAD in France andSingapore, at the Institute for Management Development (IMD) in Switzerland,and at Hong Kong University of Science and Technology. He has received numerousteaching awards, including the Core Course Teaching Award, Kellogg FacultyImpact Award, and the Kellogg Executive MBA Programs Top Professor Award,which he has received twelve times.
In addition toresearch and teaching, Professor Chernev has served as an academic trustee andis currently a fellow of the Marketing Science Institute. Hehas served as an expert on numerous legal cases dealing with issues pertainingto intellectual property, consumer behavior, and marketing strategy. Aconsummate educator and presenter, Professor Chernev has keynoted presentationsat conferences and corporate events around the globe. He advises companiesworldwide from Fortune 500 firms to startups on issues of marketingstrategy, brand management, strategic planning, and new product development, aswell as on ways to craft their business models, build strong brands, uncovermarket opportunities, develop new products and services, and gain a competitiveadvantage.
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