Excellence in Business Communication, Global Edition -- MyLab Business Communication with Pearson eText

Philip Kotler is one of the world's 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 a member of many advisory boards. He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research. Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College. His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute. Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics. He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.

PART I: FUNDAMENTALS OF MARKETING MANAGEMENT

Defining Marketing for the New Realities
Marketing Planning and Management

PART II: UNDERSTANDING THE MARKET

Analyzing Consumer Markets
Analyzing Business Markets
Conducting Marketing Research

PART III: DEVELOPING A WINNING MARKETING STRATEGY

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

PART IV: DESIGNING VALUE

Designing and Managing Products
Designing and Managing Services
Building Strong Brands
Managing Pricing and Sales Promotions

PART V: COMMUNICATING VALUE

Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Personal Selling and Direct Marketing

PART VI: DELIVERING VALUE

Designing and Managing Distribution Channels
Managing Retailing

PART VII: MANAGING GROWTH

Driving Growth in Competitive Markets
Developing New Market Offerings
Building Customer Loyalty
Tapping into Global Markets
Socially Responsible Marketing