Marketing Management by Kotler is the leading marketing textbook across the world because it consistently reflects changes in marketing theories and practices that are widely accepted and followed by teachers, students, and professionals. The fourteenth edition of Marketing Management: A South Asian Perspective preserves many of the distinguishing features of the past editions and, at the same time, provides revised and updated content from the global as well as local context.
Key Features
Brand new chapter-opening vignettes that can serve as great classroom discussion starters. Updated and revised Marketing Memo and Marketing Insight boxes that provide in-depth insights into the practical aspects of marketing and discuss the challenges and opportunities unique to rural markets in South Asia.
Many new in-text cases, in addition to Marketing Excellence cases at the end of each chapter.
Dramatic changes in the current marketing environment addressed through subsections on issues such as marketing during economic downturns, the rise of sustainability and green marketing, and the increasing role of digital media in marketing.
Reorganized material to focus on customer value as the central theme of the South Asian edition.
Focus on holistic marketingthe development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of todays marketing environment.
Powerful teaching and learning support through a detailed instructors manual, PowerPoint lecture slides, and test-item files.
About the Author
Philip Kotler is one of the worlds leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University.
Kevin Lane Keller is widely recognized as one of the top marketing academics of the last 25 years. He is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.
Table of Contents:
Table of Contents
Preface
Acknowledgments
PART 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART 2 Assessing Market Opportunities and Customer Value
Chapter 3 Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research
Chapter 4 Creating Customer Value and Customer Relationships
Chapter 5 Analyzing Consumer Markets
Chapter 6 Analyzing Business Markets
PART 3 Choosing Value
Chapter 7 Identifying Market Segments and Targets
Chapter 8 Competitive Dynamics
Chapter 9 Crafting the Brand Positioning
Chapter 10 Creating Brand Equity
PART 4 Designing Value
Chapter 11 Setting Product Strategy
Chapter 12 Designing and Managing Services
Chapter 13 Developing Pricing Strategies and Programs
PART 5 Delivering Value
Chapter 14 Designing and Managing Integrated Marketing Channels
Chapter 15 Managing Retailing, Wholesaling, and Logistics
PART 6 Communicating Value
Chapter 16 Designing and Managing Integrated Marketing Communications
Chapter 17 Managing Mass Communications
Chapter 18 Managing Personal Communications
PART 7 Sustaining Growth and Value
Chapter 19 Introducing New Market Offerings
Chapter 20 Tapping into Global Markets
Chapter 21 Managing a Holistic Marketing Organization for the Long Run
Appendix: Sonic Marketing Plan
Endnotes
Glossary
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index
