MTU Library Catalogue

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Marketing management [electronic book] / Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman and Torben Hansen.

By: Kotler, Philip [author. ].
Contributor(s): Keller, Kevin Lane, 1956- [author.] | Brady, Mairead [author.] | Goodman, Malcolm [author.] | Hansen, Torben, 1966- [author.].
Material type: materialTypeLabelBookPublisher: Harlow, UK : Pearson Education Limited, [2022]Copyright date: ©2022Edition: Fifth edition; European edition.Description: online resource (769 pages) : illustrations.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781292727035 (paperback); 1292727039 (paperback); 9781292458786 (eBook).Subject(s): Marketing -- Management | Marketing -- Europe -- ManagementDDC classification: 658.8 Online resources: Access eBook
Contents:
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 -- Capturing marketing insights -- The changing marketing environment and information management --Managing market research and forecasting -- Analyzing consumer markets -- Analyzing business markets -- Dealing with competition -- 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 -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing non-personal marketing communications -- Managing personal communications -- Delivering value -- Designing and managing distribution channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.
Subject: An encyclopedia of marketing, the classic Marketing Management is now in its 5th European edition. Whether you are an undergraduate or postgraduate student in Marketing Management, this text is the best resource to help you get an in-depth understanding of European and global perspectives on marketing, including insights into international marketing and cultural considerations. Retaining its most significant features at the heart of its content - accessibility, theoretical rigor and managerial relevance - this book reflects the fast-moving pace of modern marketing. Featuring work from prominent European academics, new case studies and examples, this edition will provide you with all the tools you need to be successful in your course.-- Provided by publisher.
Holdings
Item type Current library Call number Status Notes
eBook MTU Bishopstown Library eBook 658.8 (Browse shelf(Opens below)) Available MTU Cork Module MRKT8018 - Core reading.
Total holds: 0

Enhanced descriptions from Syndetics:

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.

Includes index.

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 -- Capturing marketing insights -- The changing marketing environment and information management --Managing market research and forecasting -- Analyzing consumer markets -- Analyzing business markets -- Dealing with competition -- 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 -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing non-personal marketing communications -- Managing personal communications -- Delivering value -- Designing and managing distribution channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.

An encyclopedia of marketing, the classic Marketing Management is now in its 5th European edition. Whether you are an undergraduate or postgraduate student in Marketing Management, this text is the best resource to help you get an in-depth understanding of European and global perspectives on marketing, including insights into international marketing and cultural considerations. Retaining its most significant features at the heart of its content - accessibility, theoretical rigor and managerial relevance - this book reflects the fast-moving pace of modern marketing. Featuring work from prominent European academics, new case studies and examples, this edition will provide you with all the tools you need to be successful in your course.-- Provided by publisher.

MTU Cork Module MRKT8018 - Core reading.

Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.

Author notes provided by Syndetics

Philip Kotler is one of the world's leading authors in Marketing. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as member of many advisory boards.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. He teaches MBA courses on marketing management and strategic brand management and lectures in executive programmes on those topics.

Mairead Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London.

Malcolm Goodman is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University.

Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5). His main fields of research are consumer behaviour and marketing research methods and he has published more than 150 peer-reviewed books, articles, and conference papers.