Marketing Management: United States Edition by Philip T. Kotler
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Marketing Management
Summary
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.
Marketing Management Summary
Marketing Management Reviews
*NEW -- Tighter presentation and modular organization - Based on extensive user feedback, Kotler and Keller focused on preserving the strengths and core topics from previous editions, while carefully tightening coverage in every chapter for greater clarity. By organizing the text into eight parts of related material, a more modular approach, instructors have greater flexibility. "Many say Kotler defined this course when he wrote the first edition of this text. The 12th edition is particulary noteworthy because it's the first time Kotler is joined by a co-author. Are you familiar with Kevin Lane Keller?"**NEW - Philip Kotler invites Kevin Lane Keller to be co-author - Acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications, Kevin is presently E.B.Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. His research has been widely cited and has received numerous awards, and he's served as brand confident to marketers at some of the world's top companies, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Starbucks. Kevin also writes Strategic Brand Management (Prentice Hall)."Are you covering Holistic Marketing? Shouldn't your textbook?"*NEW -- "Holistic marketing" coverage -- Explores the emerging concept that recognizes that everything matters in marketing: internal marketing, integrated marketing, relationship marketing, and socially responsible marketing. For example: See pg. 18 (Figure 1.3) and new Chapter 22, which brings it all together."Have you seen any other marketing management book that comes close to the breadth and depth of current examples and practical tips that Marketing Management, 12e, offers?" *NEW -- Integrated examples -- 10-15 per chapter; 98% new to this edition! These short paragraphs appear within the core chapter material and provide vivid, real-world illustrations of chapter concepts. * NEW - "Marketing Memos" - 2-3 new per chapter. Provide tips and suggestions at all stages of the marketing management process, as well as practical advice and directions in dealing with various marketing decisions.*NEW - "Marketing Insights" - 2-3 new per chapter. Highlight current research findings and cover key marketing topics in greater depth.*NEW - Hands-on marketing plan exercise -- Located at the end of many chapters, starting in Chapter 2. Gives students hands-on experience in developing a customized marketing plan.*NEW -- End of chapter applications - Each Chapter Conclusion has:- 2 Marketing Applications -- 1. Marketing Debate, suggesting opposing points-of-view on an important marketing topic, and 2. Marketing Discussion, identifying provocative marketing issues and allowing a personal point-of-view. - Marketing Spotlight, an in-depth examination of one of the world's most successful marketing companies. Allows focused examination of top brands along the lines of the chapter theme. "Do you assign outside cases and readings in this course? Would it help if we could package them with this text and discount the price for your students?"*NEW - Casebook solutions - Instructors: Visit www.prenhall.com/custombusiness to see how easy it is to create a casebook or coursepack that includes cases and readings from leading providers, like Harvard Business School Publishing. An exam copy takes just 2 weeks. When students purchase a casebook bundled with this text, they save 10%!"Are you using or interested in using a simulation to complement your marketing management textbook?"*NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. When you adopt a Prentice Hall textbook with an Interpretive simulation, each new textbook will (a) be discounted 10% off of our net price (b) will contain a discount coupon that can be used for a 10% discount when purchasing a simulation online from Interpretive. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!
Table of Contents
Understanding Marketing Management
- Chapter 1 - Defining Marketing for the 21st Century
- Chapter 2 - Developing Marketing Strategies & Plans
Part II. Capturing Marketing Insights
- Chapter 3 - Gathering Information & Scanning the Environment
- Chapter 4 - Conducting Marketing Research & Forecasting Demand
Part III. Connecting with Customers
- Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty
- Chapter 6 - Analyzing Consumer Markets
- Chapter 7 - Analyzing Business Markets
- Chapter 8 - Identifying Market Segments & Targets
Part IV. Building Strong Brands
- Chapter 9 - Creating Brand Equity
- Chapter 10 - Crafting the Brand Positioning
- Chapter 11 - Dealing with Competition
Part V. Shaping the Market Offerings
- Chapter 12 - Setting Product Strategy
- Chapter 13 - Designing & Managing Services
- Chapter 14 - Developing Pricing Strategies & Programs
Part VI. Delivering Value
- Chapter 15 - Designing & Managing Value Networks & Channels
- Chapter 16 - Managing Retailing, Wholesaling & Logistics
Part VII. Communicating Value
- Chapter 17 - Designing & Managing Integrated Marketing Communications
- Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
- Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales Force
Part VIII. Creating Long-Term Growth
- Chapter 20 - Introducing New Market Offerings
- Chapter 21 - Tapping into Global Markets
- Chapter 22 - Managing a Holistic Marketing Organization
Additional information
GOR001404161
9780131457577
0131457578
Marketing Management: United States Edition by Philip T. Kotler
Used - Very Good
Hardback
Pearson Education (US)
2005-03-01
816
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us