Marketing Management 4th edition by Philip Kotler, Mairead Brady, Malcolm Goodman, Torben Hansen ISBN B092MFJNXT 978-1292248448

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ISBN 10: B092MFJNXT
ISBN 13: 978-1292248448
Author: Philip Kotler, Mairead Brady, Malcolm Goodman, Torben Hansen 

Strengthen your understanding of the principles of marketing management with this bestselling text.

Marketing Management, 4^th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance.

Now in its 4th edition, Marketing Management remains current with fresh learning features including:

• New examples from across the world.
• The inclusion of European academic thought in the text.
• A focus on the digital challenges for marketers.
• The importance of creative thinking and its contribution to marketing practice.
• Case studies throughout to consolidate understanding.

A key text for both undergraduate and postgraduate programmes, this edition will provide you with all the tools you need to be successful in your course.

Marketing Management 4th Table of contents:

• Introduction to Marketing Management

  • Definition of marketing and its role in business.
  • Evolution of marketing concepts.
  • The role of a marketing manager in today’s dynamic business environment.

• Understanding the Marketplace and Consumers

  • The marketing environment: macro and micro factors.
  • Consumer behavior and decision-making.
  • Market segmentation, targeting, and positioning.

• Marketing Strategy and Planning

  • The marketing planning process.
  • Marketing strategies for different business types.
  • SWOT analysis and competitive advantage.

• Analyzing Business Markets

  • The nature and structure of business-to-business (B2B) markets.
  • Organizational buying behavior.
  • Business market segmentation and strategies.

• Market Research and Consumer Insights

  • The importance of market research in marketing management.
  • Types of research: qualitative vs. quantitative.
  • Gathering and analyzing consumer data.
  • The role of customer insights in decision-making.

• Segmentation, Targeting, and Positioning (STP)

  • Identifying and profiling market segments.
  • Evaluating and selecting target markets.
  • Developing positioning strategies for brands.

• Product and Service Strategies

  • Product life cycle (PLC) and its stages.
  • New product development and innovation strategies.
  • Managing product portfolios and brand management.
  • Product decisions and services marketing.

• Pricing Strategies

  • The role of pricing in marketing strategy.
  • Setting pricing objectives and methods.
  • Pricing strategies: skimming, penetration, and value-based pricing.
  • Price adjustments and discounts.

• Marketing Channels and Distribution Management

  • The role of distribution in marketing.
  • Channel design and management.
  • Retailing and wholesaling strategies.
  • E-commerce and digital distribution channels.

• Integrated Marketing Communications (IMC)

  • Overview of marketing communications.
  • The communication process and tools.
  • Advertising, sales promotion, public relations, and personal selling.
  • Digital marketing and social media strategies.

• Sales and Relationship Management

  • Sales force management.
  • Building and maintaining customer relationships.
  • CRM (Customer Relationship Management) systems.
  • Sales strategies for different markets.

• Digital Marketing and Social Media

  • The role of digital marketing in modern marketing strategies.
  • Search engine optimization (SEO) and search engine marketing (SEM).
  • Social media marketing strategies.
  • Email marketing and mobile marketing.

• Global Marketing and International Strategy

  • The challenges of global marketing.
  • Entry strategies for international markets.
  • Cross-cultural marketing and adapting to international markets.

• Sustainability and Ethical Marketing

  • The importance of sustainability in marketing.
  • Ethical considerations in marketing decision-making.
  • Corporate social responsibility (CSR) and its impact on brand perception.

• Marketing Implementation and Control

  • Implementing marketing strategies effectively.
  • Marketing metrics and performance evaluation.
  • Control systems and marketing audits.
  • Adapting to changes in the marketing environment.

• The Future of Marketing

  • Emerging trends and technologies in marketing.
  • The role of artificial intelligence, big data, and automation.
  • The future of marketing management in the digital age

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