Marketing Management, Global Edition

PART I:FUNDAMENTALS OF MARKETING MANAGEMENT 1. Defining Marketing for the New Realities 2. Marketing Planning and Management
PARTII: UNDERSTANDING THE MARKET 3. Analyzing Consumer Markets 4. Analyzing Business Markets 5. Conducting Marketing Research
PARTIII: DEVELOPING A WINNING MARKETING STRATEGY 6. Identifying Market Segments and Target Customers 7. Crafting a Customer Value Proposition and Positioning
PARTIV: DESIGNING VALUE 8. Designing and Managing Products 9. Designing and Managing Services 10. Building Strong Brands 11. Managing Pricing and Sales Promotions
PART V:COMMUNICATING VALUE 12. Managing Marketing Communications 13. Designing an Integrated Marketing Campaign in the Digital Age 14. Personal Selling and Direct Marketing
PARTVI: DELIVERING VALUE 15. Designing and Managing Distribution Channels 16. Managing Retailing
PARTVII: MANAGING GROWTH 17. Driving Growth in Competitive Markets 18. Developing New Market Offerings 19. Building Customer Loyalty 20. Tapping into Global Markets 21. Socially Responsible Marketing

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 a member of many advisory boards.
He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College.
His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers. He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.
Alexander Chernev is a professor of Marketing at the Kellogg School of Management, Northwestern University. With studies at Sofia University and Duke, he is an academic thought leader, multipublished author, conference speaker, and advisor in Marketing Strategy, Brand Management, Consumer Decision-Making, and Behavioural Economics.
He was ranked among the Top Ten most prolific scholars in the leading marketing journals by the Journal of Marketing, and among the Top Five marketing faculty in the area of Consumer Behaviour by a global survey published by the Journal of Marketing Education.