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 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.

Autorentext

PhilipKotler is one of the world's 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 master's 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 Association's (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 International's (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.

KevinLane 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 world's 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…