The global bestseller Marketing Management is considered as the authoritative text on the subject. The 5th European edition focuses on fundamental aspects such as accessibility and the fast-moving pace of modern marketing. Covering a wide range of concepts, in-depth European case studies and exercises, the book offers the tools every student needs.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management.

An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the

5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes.

Key features of this book include:

• A structure designed specifically to fit the way the course is taught in Europe
• New and updated in-depth European case studies help readers bridge the gap between knowledge and practice
• Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices

• Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability
  Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

  Autorentext

Philip Kotler is one of the worlds leading authors in Marketing. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as member of many advisory boards.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.

Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.

Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.

Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.

Inhalt

• Preface
• Acknowledgements

• Publisher's acknowledgements
  Part 1 Understanding Marketing Management

1. Defining marketing for the new realities
2. Understanding marketing management within a global context
3. Developing marketing strategies and plans

4. Managing digital technology in marketing
   Part 2 Capturing Marketing Insights

5. The changing marketing environment and information management
6. Managing market research and forecasting
7. Analysing consumer markets
8. Analysing business markets

9. Dealing with competition
   Part 3 Connecting with Customers

10. Seeking and developing target marketing differentiation strategies
11. Creating customer value, satisfaction and loyalty
12. Creating and managing brands and brand equity

13. Digital and global brand management strategies
    Part 4 Shaping and Pricing the Market Offering

14. Designing, developing and managing market offerings
15. Introducing new market offerings

16. Developing and managing pricing strategies
    Part 5 Communicating Value

17. Designing and managing non-personal marketing communications

18. Managing personal communications
    Part 6 Delivering Value

19. Designing and managing distribution channels and global value networks

20. Managing process, people and physical evidence
    Part 7 Managing Marketing Implementation and Control

21. Implementing marketing management
22. Managing marketing metrics

• Glossary
• Index