Marketing Management
by Philip Kotler, Kevin Lane Keller, Alexander Chernev
17th Edition
Publisher: Pearson
Book Details
| Print ISBN | 9780138076276 |
| eText ISBN | 9780138076351 |
| Publisher | Pearson |
| Publishing Year | 2026 |
| Edition | 17th Edition |
| Language | English |
The textbook Marketing Management, 17th Edition, examines the key decisions marketing managers and executive teams encounter while balancing organizational goals and market opportunities. It provides conceptual frameworks intended to assist with the planning, execution, and oversight of marketing programs.
Coverage examines foundational market analysis across both consumer and commercial business sectors, alongside formal marketing research. The volume explains how organizations formulate viable market strategies by segmenting markets, identifying target customers, and establishing customer value propositions and positioning.
This edition also explores social and technological shifts that influence modern business models. In particular, it examines developments such as artificial intelligence that redefine marketing success and alter how firms design, communicate, and deliver value.
Table of Contents
Chapter 1: Defining Marketing for the New Realities
Chapter 2: Marketing Planning and Management
Chapter 3: Analyzing Consumer Markets
Chapter 4: Analyzing Business Markets
Chapter 5: Conducting Marketing Research
Chapter 6: Identifying Market Segments and Target Customers
Chapter 7: Crafting a Customer Value Proposition and Positioning
Chapter 8: Designing and Managing Products
Chapter 9: Designing and Managing Services
Chapter 10: Building Strong Brands
Chapter 11: Managing Pricing and Sales Promotions
Chapter 12: Managing Marketing Communications
Chapter 13: Designing an Integrated Marketing Campaign in the Digital Age
Chapter 14: Personal Selling and Direct Marketing
Chapter 15: Designing and Managing Distribution Channels
Chapter 16: Managing Retailing
Chapter 17: Driving Growth in Competitive Markets
Chapter 18: Developing New Market Offerings
Chapter 19: Building Customer Loyalty
Chapter 20: Tapping into Global Markets
Chapter 21: Environmental, Social, and Governance Issues in Marketing
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