Marketing Management, Global Edition

Introduce your students to the principle aspects of Marketing Management with this market-leading text.

Marketing Management, 16^th edition is the ideal support as you introduce your students to the latest practices in the field.

Its reader-friendly content and range of examples will arm your students with the tools necessary to think like a marketer.

Marketing Management, 16^th 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 MyLab^® 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.

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

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

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

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

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

1. Designing and Managing Distribution Channels
2. Managing Retailing

1. Driving Growth in Competitive Markets
2. Developing New Market Offerings
3. Building Customer Loyalty
4. Tapping into Global Markets
5. Socially Responsible Marketing