Marketing Management （5TH）

個数：

Marketing Management （5TH）

Kotler, Philip/ Keller, Kevin/ Brady, Mairead

ウェブストア価格 ¥20,770（本体¥18,882）
Pearson Education Limited（2024/06発売）
外貨定価 UK£ 72.99
ポイント 188pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 808 p.
言語 ENG
商品コード 9781292727035
DDC分類 658.8

Full Description

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.

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