Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment.

Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives.

The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands.

The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations.

Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field.

Inhalt:
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

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Weiterführende Informationen

• Klappentext

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Personen: Kotler, Philip Keller, Kevin Lane Chernev, Alexander

Standort: BSP

Schlagwörter: Marktforschung Marketingmanagement Marktanalyse Marketing-Mix