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For undergraduate and graduate courses in marketing management.
Stay on the cutting-edge with the gold standard text that reflects
the latest in marketing theory and practice. The world of marketing
is changing everyday-and in order for students to have a
competitive edge, they need a textbook that reflects the best of
today's marketing theory and practices. Marketing Management is the
gold standard marketing text because its content and organization
consistently reflect the latest changes in today's marketing theory
and practice. .
Principles of Marketing, Scandinavian Edition is an ideal
introductory text for undergraduate students and practitioners
alike. This book, the third Scandinavian edition, is true to Kotler
and Armstrong's classic conceptual framework, which has proved
itself an exceptional introduction to marketing and has been used
by millions of students all over the world. Principles of Marketing
outlines and discusses concepts and ideas that help students and
practitioners develop an effective marketing strategy for today's
markets. Cases and examples are written to reflect current best
practice with a focus on Scandinavian and European companies. The
book describes and explains how these companies deal with
challenges in domestic and international markets. Set within a
Scandinavian context, the text is nonetheless global in scope and
thus very relevant for modern marketers. This third edition has
been thoroughly revised to reflect current marketing theory and
practice with a particular focus on sustainability, digitization
and changes in consumer behaviour.
Successful social marketing holds the power to change the world.
For almost two decades, Social Marketing: Behavior Change for
Social Good has been the definitive guide for designing and
implementing memorable social marketing campaigns. Bestselling
authors Nancy R. Lee and Philip Kotler present a proven 10 Step
Strategic Social Marketing Planning Model and guides students and
practitioners through each stage of the process. The new Sixth
Edition is packed with more than 25 new cases and dozens of new
examples related to today's most pressing social problems including
the opioid epidemic, climate change, youth suicide, and more. The
new edition also includes significantly expanded coverage of social
media. Whether your students are on a mission to improve public
health, protect the environment, or galvanize their community, they
will find Social Marketing an invaluable resource.
For graduate courses in Nonprofit Marketing and Management. This
best-selling text focuses on the impact of nonprofit marketing in
the social sector and the growing intersection between nonprofit
management and the business world.
Marketing: An Introduction shows you how creating and capturing
customer value drives effective marketing strategies. The text
reflects major trends and shifting forces that impact marketing in
this digital age of customer value, engagement and relationships.
This in turn gives you a richer understanding of basic marketing
concepts, strategies and practices. The 15th Edition features
updated and deeply developed chapter-opening vignettes, Marketing
at Work highlights, company cases and end-of-chapter exercises.
With these, you'll get ample practice applying marketing concepts
to real-world company scenarios.
This book provides practitioners with a basic understanding of
strategy and the process of strategic management. Using academic
foundations and best practices from business life, the authors
present the most important strategy tools and how they interact.
The book gives a concise overview over the focal areas and
considerations of strategy in practice. It enables managers to
analyze and interpret business information with regard to the
underlying strategic notions. A hands-on introduction to strategic
management by leading marketing authority Philip Kotler, top
management consultancy founder Roland Berger, and strategy expert
Nils Bickhoff.
For graduate and undergraduate courses in marketing management. A
Succinct Guide to 21st Century Marketing Management Framework for
Marketing Management is a concise, streamlined version of Kotler
and Keller's 15th Edition of Marketing Management, a comprehensive
look at marketing strategy. The book's efficient coverage of
current marketing management practices makes for a short yet
thorough text that provides the perfect supplement for incorporated
simulations, projects, and cases. The 6th Edition approaches the
topic of marketing from a current standpoint, focusing its
information and strategy on the realities of 21st century
marketing. Individuals, groups, and companies alike can modernize
their marketing strategies to comply with 21st century standards by
engaging in this succinct yet comprehensive text.
Create market value through innovative customer connections and
engagement Principles of Marketing, 8th European Edition, by Kotler
et al. admirably covers a wide range of theoretical concepts and
practical issues and accurately reflects the fast-moving pace of
marketing in the modern world - examining traditional aspects of
marketing and blending them with modern and future concepts. The
authors of this European Edition present fundamental marketing
information within an innovative customer-value framework, to help
you understand how to create value and build customer
relationships. In a fast-changing, increasingly digital and social
marketplace, it is more vital than ever for marketers to develop
meaningful connections with their customers. Principles of
Marketing, 8th European Edition, helps you master today's key
marketing challenge: to create vibrant, interactive communities of
consumers who make products and brands an integral part of their
daily lives. New to this edition Thoroughly revised to reflect the
major trends impacting contemporary marketing, the 8th Edition is
packed with examples illustrating how companies use new digital
technologies to maximize customer engagement and shape brand
conversations, experiences, and communities. New coverage and fresh
examples throughout the text addressing the latest developments in
customer engagement tools, practices and developments including
real time research and customer co-creation product development
Updated coverage of emergent online, mobile and social media
technologies including real-time listening and social selling
Improved learning design with chapter-opening stories, clear
learning outcomes and explanatory author comments on major chapter
sections New end-of-chapter case studies and video cases to apply
learning to actual companies. Increased coverage of sustainable
marketing and global marketing This is a key text for both
undergraduate and postgraduate marketing programmes. Philip Kotler
is S. C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg Graduate School of Management,
Northwestern University. Gary Armstrong is Crist W. Blackwell
Distinguished Professor Emeritus of Undergraduate Education in the
Kenan-Flagler Business School at the University of North Carolina
at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department
and Professor of Marketing at Birmingham Business School,
University of Birmingham. His research has been widely disseminated
via a range of marketing, strategy, retailing and general
management journals. Hongwei He is Professor of Marketing at
Alliance Manchester Business School, University of Manchester, and
as Associate Editor for Journal of Business Research. Pearson, the
world's learning company.
Learn how to successfully grow your business in a post-covid and
post-digital world In Redefining Retail, Professors Philip Kotler
and Giuseppe Stigliano have developed a set of 10 Guiding
Principles that you should embrace, no matter if your firm is a
well-established player, an SME, and regardless of the location and
the sector in which you operate. In the world of retail, the
basic assumption was: if you prioritise the acquisition of
the best locations, everything else will fall into place. This
approach will no longer apply due to the fragmentation of the
market; there have been several rapid and chaotic changes,
including Covid-19, competitive pressures and disrupted customer
behaviours. In the book, you’ll discover that the retail model
which remained unchanged for decades is inadequate for the
post-Digital Age. In other words – Covid was an abrupt
disruption, but many changes were overdue. You’ll learn
and explore the concepts and advice you need to survive and thrive
in this new working environment: The main challenges retailers face
today Understand the hybrid human-centric customer journey –
physical, digital and virtual From making people want things to
making things people want: The D2C revolution Omnichannel is Dead.
Long live Optichannel Experiential benchmarks The challenge is no
longer about digital transformation – you now need to rethink the
entire value chain, taking into account the growing importance of
sustainability, diversity and inclusion, and working policies.
Redefining Retail will show you how to future-proof your retail
marketing strategy and provide a new customer experience for a new
era.
Provides an accessible and comprehensive guide to the field of
social marketing via 100 case studies from around the world related
to multiple sectors including public health, injury prevention,
environmental protection, community engagement, financial
well-being, and education. Utilizes a common structure for each
case study to give the reader a clear sense of how success in
social marketing may best to achieved in a wide variety of
disciplinary and national contexts. Issues addressed include public
health (opioid use, mental health, COVID-19) , injury prevention
(gun violence, youth suicide, texting while driving), environmental
protection (wildfires, bicycle transportation in urban areas, food
waste), community engagement (homelessness, racially motivated
violence, voting) financial wellbeing (microfinance, savings,
employment), and educational achievement (early childhood
education, college applications, female participation in STEM
programs), to name but a few.
This book provides guidelines for pragmatic integration of new
marketing tools and business strategies for managers, researchers
and students to implement innovative strategies in various
industries. Practical and actionable guidance are key to achieving
high standards of strategic marketing across different
organizations. This book offers a comprehensive overview of the
application of diverse tools and strategic practices in finance,
e-commerce, fashion, entertainment and tourism industries, among
others. It provides deep insights into consumer behaviour through
extensive research and analysis in different sectors of business
especially during the COVID-19 pandemic as well as industry
perspectives on shifts in consumption practices. It assesses buying
behaviour and trends, demographic classifications, operational
practices and the integration of technology in marketing and
strategy. Part of the Contemporary Management Practices series,
this book will be useful to practicing managers, researchers and
students who are interested in marketing, business studies,
management studies, innovation and business strategy and
communications.
Rediscover the fundamentals of marketing along with the rise of
metamarketing from the best in the businessÂ
In Marketing 6.0, the celebrated
promoter of the “Four P’s of
Marketing,” Philip Kotler, explains how marketers can use
technology to address customers’ needs and make a difference in
the world. In a new age of metamarketing, this book
provides marketers with a way to integrate
technological and business model evolution with the dramatic shifts
in consumer behavior that have happened in the last
decade. Readers will learn about: The building blocks of
metamarketing Generation Z and Generation Alpha and the
technologies they use daily How to tap into metaverses and extended
reality The potential obstacles and solutions for creating a more
interactive and immersive experience. Marketing has evolved to
address global challenges and changing customer expectations.
Incorporating sustainability themes and new technologies for
customer engagement are essential for businesses to remain
relevant. Indeed, marketing has shifted from traditional to
digital, but most customers still value some forms of human
interaction. As a result, multichannel and omnichannel marketing
have become popular among marketers aiming to leverage both
traditional and digital engagement. Metamarketing goes beyond that
and offers a genuine physical and digital convergence by providing
a more interactive and immersive customer experience across
physical and digital spaces.
Master the key marketing challenges and see how you can develop
meaningful connections with your customers. Principles of
Marketing, global edition, 19th edition by Kotler and Armstrong
shows you how to create vibrant, interactive communities of
consumers in today's fast-changing, increasingly digital and social
marketplace. Ideal for students who study marketing courses, this
textbook offers a comprehensive overview of the fundamental
principles of marketing within an innovative customer-value
framework, providing you with the knowledge and resources to create
vibrant, interactive communities of consumers who make products and
brands an integral part of their daily lives. This latest edition
has been revised and enhanced to reflect the major trends impacting
contemporary marketing, packed with stories illustrating how
companies are using new digital technologies to maximise customer
engagement and shape brand conversations, experiences and
communities. Key features include: Both traditional and
fast-changing trending topics that give you a well-rounded
knowledge of marketing concepts, technologies and practices.
End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking
Exercises that allow you to practice what you have learned. A
sample marketing plan showing you how to apply important marketing
planning concepts. End-of-chapter Company Cases that facilitate
discussion of current issues and application of marketing concepts
to company situations. Also available with MyLab®Marketing MyLab
is the teaching and learning platform that empowers you to reach
every student. By combining trusted author content with digital
tools and a flexible platform, MyLabMarketing personalises the
learning experience and improves results for each student. If you
would like to purchase both the physical text and MyLab®Marketing,
search for: 9781292449272 Principles of Marketing, Global Edition,
19th edition plus MyLab®Marketing with Pearson eText. Package
consists of: 9781292449364 Principles of Marketing, Global Edition,
19th edition 9781292449371 Principles of Marketing, Global Edition,
19th edition MyLab®Marketing 9781292449388 Principles of
Marketing, Global Edition, 19th edition MyLab®Marketing with
Pearson eText MyLab®Marketing is not included. Students, if MyLab
is a recommended/mandatory component of the course, please ask your
instructor for the correct ISBN. MyLab should only be purchased
when required by an instructor. Instructors, contact your Pearson
representative for more information. This title is a Pearson Global
Edition. The Editorial team at Pearson has worked closely with
educators around the world to include content, which is especially
relevant to students outside the United States.
“Hey Google, how can you help me reach more customers and
strengthen my brand?” Voice-enabled technologies are an integral
part of our lives, and they present vast opportunities for
marketers who are up to the challenge. With Voice Marketing:
Harnessing the Power of Conversational AI to Drive Customer
Engagement, marketers learn key strategies and tactics of the voice
world while following a clear roadmap for developing and executing
a voice marketing program. How should marketers best approach voice
and conversational AI to ensure an optimal return on their
investments? Since voice can both activate consumer behavior and
help build the brand image, what is the right media mix for a
marketer? How does voice fit with a marketer’s other channels,
particularly online and mobile? What is appropriate content for
this new channel and how can a marketer best go about creating that
content? What are the legal and ethical issues that marketers need
to address? What makes for a good development partner to implement
voice initiatives? And what metrics should marketers use to judge
the success of their voice efforts? Filled with real-world examples
and behind-the-scenes stories, Voice Marketing is grounded in
research-based theory and decades of experience. Case studies from
the Allstate, Butterball, Coca-Cola, Dominos, Lucky Charms,
Mercedes, Nike, Sony, Tide, and more combine with guest
perspectives from the worlds of conversational AI, voice
technology, academia, and marketing to deliver a ready-to-implement
plan for success in the voice environment.
“Hey Google, how can you help me reach more customers and
strengthen my brand?” Voice-enabled technologies are an integral
part of our lives, and they present vast opportunities for
marketers who are up to the challenge. With Voice Marketing:
Harnessing the Power of Conversational AI to Drive Customer
Engagement, marketers learn key strategies and tactics of the voice
world while following a clear roadmap for developing and executing
a voice marketing program. How should marketers best approach voice
and conversational AI to ensure an optimal return on their
investments? Since voice can both activate consumer behavior and
help build the brand image, what is the right media mix for a
marketer? How does voice fit with a marketer’s other channels,
particularly online and mobile? What is appropriate content for
this new channel and how can a marketer best go about creating that
content? What are the legal and ethical issues that marketers need
to address? What makes for a good development partner to implement
voice initiatives? And what metrics should marketers use to judge
the success of their voice efforts? Filled with real-world examples
and behind-the-scenes stories, Voice Marketing is grounded in
research-based theory and decades of experience. Case studies from
the Allstate, Butterball, Coca-Cola, Dominos, Lucky Charms,
Mercedes, Nike, Sony, Tide, and more combine with guest
perspectives from the worlds of conversational AI, voice
technology, academia, and marketing to deliver a ready-to-implement
plan for success in the voice environment.
In H2H Marketing the authors focus on redefining the role of
marketing by reorienting the mindset of decision-makers and
integrating the concepts of Design Thinking, Service-Dominant Logic
and Digitalization. It's not just technological advances that have
made it necessary to revisit the way everybody thinks about
marketing; customers and marketers as human decision-makers are
changing, too. Therefore, having the right mindset, the right
management approach and highly dynamic implementation processes is
key to creating innovative and meaningful value propositions for
all stakeholders. This book is essential reading for the following
groups: Executives who want to bring new meaning to their lives and
organizations Managers who need inspirations and evidence for their
daily work in order to handle the change management needed in
response to the driving forces of technology, society and ecology
Professors, trainers and coaches who want to apply the latest
marketing principles Students and trainees who want to prepare for
the future Customers of any kind who need to distinguish between
leading companies Employees of suppliers and partners who want to
help their firms stand out. The authors review the status quo of
marketing and outline its evolution to the new H2H Marketing. In
turn, they demonstrate the new marketing paradigm with the H2H
Marketing Model, which incorporates Design Thinking,
Service-Dominant Logic and the latest innovations in
Digitalization. With the new H2H Mindset, Trust and Brand
Management and the evolution of the operative Marketing Mix to the
updated, dynamic and iterative H2H Process, they offer a way for
marketing to find meaning in a troubled world.
For principles of marketing courses that require a comprehensive
text. Learn how to create value through customer connections and
engagement In a fast-changing, increasingly digital and social
marketplace, it's more vital than ever for marketers to develop
meaningful connections with their customers. Principles of
Marketing helps students master today's key marketing challenge: to
create vibrant, interactive communities of consumers who make
products and brands an integral part of their daily lives. To help
students understand how to create value and build customer
relationships, Kotler and Armstrong present fundamental marketing
information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting
contemporary marketing, the 18th Edition is packed with stories
illustrating how companies use new digital technologies to maximise
customer engagement and shape brand conversations, experiences, and
communities.
Provides an accessible and comprehensive guide to the field of
social marketing via 100 case studies from around the world related
to multiple sectors including public health, injury prevention,
environmental protection, community engagement, financial
well-being, and education. Utilizes a common structure for each
case study to give the reader a clear sense of how success in
social marketing may best to achieved in a wide variety of
disciplinary and national contexts. Issues addressed include public
health (opioid use, mental health, COVID-19) , injury prevention
(gun violence, youth suicide, texting while driving), environmental
protection (wildfires, bicycle transportation in urban areas, food
waste), community engagement (homelessness, racially motivated
violence, voting) financial wellbeing (microfinance, savings,
employment), and educational achievement (early childhood
education, college applications, female participation in STEM
programs), to name but a few.
In an era marked by sudden and profound change, the fashion world
has also experienced significant transformations. Its boundaries,
its rationale and its protagonists have all been redefined, with
these changes continuing now and in the future. The purpose of this
book is to analyze this market with particular focus on the segment
defined as "high-end" and to provide entrepreneurs, professionals,
workers in the sector, consultants, and business/fashion students,
a context to understand better the latest and most up-to-date ideas
and how to govern their growth. The starting point for the book's
discussion begins with the title of the book, which emphasizes two
important characteristics regarding its context: the increasingly
blurred distinction between offline and online - hence the term
"onlife" - and the absence of rules, given the obvious out-of-date
nature of those on which fashion companies have based their
business strategies in recent decades. This has led the authors to
propose a handbook of new rules, suitable for a world that
increasingly appears to be lacking them.
Social Marketing: Behavior Change for Good, 7th Edition is
the definitive guide for designing and implementing memorable
social marketing campaigns. Authors Nancy R. Lee, Philip
Kotler, and Julie Colehour present a proven 10-step strategic
marketing plan and guides students through each stage of the
process.
The ultimate marketing resource from the world’s leading scholars
From the world’s #1 MBA marketing program comes the latest
edition of Kellogg on Marketing, presented by Philip Kotler and
Alexander Chernev. With hundreds of pages of brand-new material on
timely topics, like creating value to disrupt markets, defensive
marketing strategies, strategic customer management, building
strong brands, and marketing in the metaverse, the book explores
foundational and advanced topics in marketing management. You’ll
discover a renewed focus on digital transformation and data
analytics, as well as comprehensive explanations of the strategic
and tactical aspects of effective marketing. From managing business
growth to identifying target customers, developing a meaningful
value proposition, and data-driven marketing, every area relevant
to marketing professionals is covered by expert contributors
possessing unique insights into their respective competencies.
Readers will also find: Discussions of the unique challenges facing
brands in designing and managing their image and techniques for
building resilient brands Strategies for creating loyal customers
and developing personalization at scale Strategies for designing
effective omni-channel marketing platforms Strategies for crafting
a successful cross-platform communications campaigns Discussions on
the application of data analytics and artificial intelligence to
the creation of successful marketing programs An indispensable
resource for any professional expected to contribute to their
organization’s marketing efforts or business growth, Kellogg on
Marketing, Third Edition, also earn a place in curricula of the
business school educating the next generation of business leaders.
This book seeks to understand how a one-man consultancy practice
can grow to become what is arguably the largest such enterprise in
one of the world's largest countries. It follows the incredible
story of the start-up MarkPlus and its journey to become what it is
today. Through this journey, one will discover the importance of
developing innovative and original marketing frameworks and
practices, along with the purpose and passion of a start-up's
founder. This insightful book covers many well-established
marketing concepts and practices and sheds light on the path that
many entrepreneurs must take in establishing their own businesses.
Today's dynamic and uncertain environment has contributed to the
changing nature of markets. In order for companies to keep up, they
will need to embark on new wave marketing to ride the wave of
opportunities provided by the changes in the environment, such as
the digital revolution.This is critical all over the world, but
none more so than in Asia. Asia is not only the world's biggest
market, but also the fastest growing. It is therefore essential for
marketers to understand the dynamics of Asian companies and what
they have to offer to the wider world. This book analyzes
competitive companies from 18 Asian countries that have
successfully practiced new wave marketing and in so doing, provide
invaluable lessons that others may find useful. Comprehensive case
studies are used not only to describe how some of Asia's best
companies compete, but also to analyze the concepts of new wave
marketing their actions are based on. This book is unique in its
depth and breadth of cases, from companies in the ASEAN region to
North-east Asia, including Mongolia and SAARC.The authors of this
book, Professor Philip Kotler, arguably the Father of Modern
Marketing, Hermawan Kartajaya from Indonesia, and Hooi Den Huan
from Singapore, are all experts in their field and have previously
produced other bestsellers. This book, with its focus on real life
examples of competitive Asian companies in the age of
digitalization, complements the principles and theoretical
frameworks of new wave marketing that are detailed in its sister
book, . Together, these books provide a comprehensive picture of
the changing Asian marketing landscape.
Today's dynamic and uncertain environment has contributed to the
changing nature of markets. In order for companies to keep up, they
will need to embark on new wave marketing to ride the wave of
opportunities provided by the changes in the environment, such as
the digital revolution.This is critical all over the world, but
none more so than in Asia. Asia is not only the world's biggest
market, but also the fastest growing. It is therefore essential for
marketers to understand the dynamics of Asian companies and what
they have to offer to the wider world. This book analyzes
competitive companies from 18 Asian countries that have
successfully practiced new wave marketing and in so doing, provide
invaluable lessons that others may find useful. Comprehensive case
studies are used not only to describe how some of Asia's best
companies compete, but also to analyze the concepts of new wave
marketing their actions are based on. This book is unique in its
depth and breadth of cases, from companies in the ASEAN region to
North-east Asia, including Mongolia and SAARC.The authors of this
book, Professor Philip Kotler, arguably the Father of Modern
Marketing, Hermawan Kartajaya from Indonesia, and Hooi Den Huan
from Singapore, are all experts in their field and have previously
produced other bestsellers. This book, with its focus on real life
examples of competitive Asian companies in the age of
digitalization, complements the principles and theoretical
frameworks of new wave marketing that are detailed in its sister
book, . Together, these books provide a comprehensive picture of
the changing Asian marketing landscape.
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