Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. Dr. Kotler is author of Marketing Management (Pearson), now in its fifteenth edition and the most widely used marketing text book worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. His research has been published in three of the major marketing journals: the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than 90 published papers, his research has been widely cited and has received numerous awards.
Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing Marketing Strategies and Plans
Chapter 3 Creating Long-Term Loyalty Relationships
Part 2 Capturing Marketing Insights
Chapter 4 Collecting Information and Forecasting Demand
Chapter 5 Conducting Marketing Research
Part 3 Connecting with Customers
Chapter 6 Analyzing Consumer Markets
Chapter 7 Analyzing Business Markets
Chapter 8 Tapping into Global Markets
Part 4 Building Strong Brands
Chapter 9 Identifying Market Segments and Targets
Chapter 10 Crafting the Brand Positioning
Chapter 11 Creating Brand Equity
Chapter 12 Addressing Competition and Driving Growth
Part 5 Creating Value
Chapter 13 Setting Product Strategy
Chapter 14 Designing and Managing Services
Chapter 15 Introducing New Market Offerings
Chapter 16 Developing Pricing Strategies and Programs
Part 6 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile
Chapter 20 Managing Personal Communications: Direct and Database Marketing
and Personal Selling
Part 7 Delivering Value
Chapter 21 Designing and Managing Integrated Marketing Channels
Chapter 22 Managing Retailing, Wholesaling, and Logistics
Part 8 Conducting Marketing Responsibly for Long-Term Success
Chapter 23 Managing a Holistic Marketing Organization for the Long Run
Appendix: Sonic Marketing Plan and Exercises
Endnotes
Glossary
• In-text boxes like Marketing Insights and Marketing Memo boxes provide vivid illustrations of chapter concepts using actual companies and situations
• Address today's economic, environmental, and technological changes in marketing
• Four key dimensions of holistic marketing—internal marketing, integrated marketing, relationship marketing, and performance marketing—are woven throughout the text.