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Marketing Management, Global Edition (ePub eBook) 16th edition

Marketing Management, Global Edition (ePub eBook) 16th edition

eBook by Kotler, Philip/Keller, Kevin Lane

Marketing Management, Global Edition (ePub eBook)

£43.99

ISBN:
9781292405117
Publication Date:
01 Mar 2022
Edition:
16th edition
Publisher:
Pearson
Pages:
832 pages
Format:
eBook
For delivery:
Download available
Marketing Management, Global Edition (ePub eBook)

Description

Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLabi Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

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

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