Marketing Management

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 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.

Preface
Acknowledgements
Publisher's acknowledgements

Part 1 Understanding Marketing Management



Defining marketing for the new realities
Understanding marketing management within a global context
Developing marketing strategies and plans
Managing digital technology in marketing

Part 2 Capturing Marketing Insights



The changing marketing environment and information management
Managing market research and forecasting
Analysing consumer markets
Analysing business markets
Dealing with competition

Part 3 Connecting with Customers



Seeking and developing target marketing differentiation strategies
Creating customer value, satisfaction and loyalty
Creating and managing brands and brand equity
Digital and global brand management strategies

Part 4 Shaping and Pricing the Market Offering



Designing, developing and managing market offerings
Introducing new market offerings
Developing and managing pricing strategies

Part 5 Communicating Value



Designing and managing non-personal marketing communications
Managing personal communications

Part 6 Delivering Value



Designing and managing distribution channels and global value networks
Managing process, people and physical evidence

Part 7 Managing Marketing Implementation and Control



Implementing marketing management
Managing marketing metrics



Glossary
Index