Marketing Management -- Global 17th Edition

By (author) Kotler Philip; By (author) Keller, Kevin Lane; By (author) Chernev Alexander
Table of contents:
PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT

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

PART 2: UNDERSTANDING THE MARKET

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

PART 3: DEVELOPING A VIABLE MARKET STRATEGY

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

PART 4: DESIGNING VALUE

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

PART 5: COMMUNICATING VALUE

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

PART 6: DELIVERING VALUE

1. Designing and Managing Distribution Channels
2. Managing Retailing

PART 7: MANAGING GROWTH

1. Driving Growth in Competitive Markets
2. Developing New Market Offerings
3. Building Customer Loyalty
4. Tapping into Global Markets
5. Environmental, Social, and Governance Issues in Marketing

Biographical note:
About our authors

Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (emeritus). He received his master’s degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Dr. Kotler is the author or coauthor of Principles of Marketing; Marketing: An Introduction; Strategic Marketing for Nonprofit Organizations; Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Winning Global Markets; Corporate Social Responsibility; Confronting Capitalism; Democracy in Decline; Advancing the Common Good; Social Media Marketing; Brand Activism; Marketing 5.0; Marketing 6.0; and My Adventures in Marketing.

In addition, he has published over 150 articles in leading journals, including Harvard Business Review, Sloan Management Review, Business Horizons, California Management 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 best annual article published in the Journal of Marketing.

Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by academic members of the AMA (1975) and received the Paul Converse Award (1978). Other honors include the Prize for Marketing Excellence from 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); the William L. Wilkie “Marketing for a Better World” Award (2013); the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice (2013); and induction into the Marketing Hall of Fame (2014).

He has received 22 honorary doctoral degrees, among them from Stockholm Unive