Marketing Management, Global Edition 16 edition by Philip Kotler & Kevin Lane Keller 9781292404813

For under graduate and graduate courses in marketing management.

The gold standard for today's 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 collectively uses a managerial orientation, an analytical approach, a multi disciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a stream lined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.

Table of 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