"Marketing Management" by Philip Kotler and Kevin Lane Keller delves into the dynamic and evolving world of marketing in the 21st century. The 15th edition of this seminal work offers comprehensive insights into the core concepts, strategies, and practices essential for successful marketing in today's competitive landscape.
The book begins by defining marketing for the modern era, emphasizing its role in identifying and fulfilling human and social needs profitably. It explores the scope of marketing, encompassing various entities such as goods, services, events, experiences, and more. Moreover, it elucidates the significance of understanding markets, including the interplay between the industry and the market, as well as concepts like marketplace, marketspace, metamarket, and metamediaries.
Moving forward, the text delves into core marketing concepts, emphasizing the importance of customer value and the triad of quality, service, and price. It discusses the marketing environment, comprising the task environment and the broader environment encompassing demographic, economic, social-cultural, natural, technological, and political-legal factors.
The narrative progresses to explore new marketing realities shaped by societal forces such as network information technology, globalization, deregulation, privatization, and heightened competition. It underscores the significance of the marketing planning process, which involves analyzing opportunities, selecting target markets, designing strategies, developing programs, and managing marketing efforts effectively.
Additionally, the book examines various company orientations toward the marketplace, including production, product, selling, marketing, and holistic marketing concepts. It emphasizes the pivotal role of customer relationships, integrated marketing, internal marketing, and performance marketing in driving organizational success.
The discussion extends to updating the traditional four P's of marketing, incorporating modern components such as people, process, programs, and performance. Furthermore, the text elucidates the tasks integral to successful marketing management and leadership, ranging from developing strategies and capturing market insights to building strong brands and delivering value.
The subsequent sections of the book delve into developing marketing strategies and plans, understanding customer value, capturing marketing insights, connecting with customers, building strong brands, shaping market offerings, delivering value, and communicating value effectively.
Incorporating real-world cases, examples, and practical insights, "Marketing Management" equips readers with the knowledge and tools necessary to navigate the complexities of contemporary marketing landscape and drive sustainable growth in today's dynamic business environment.
Through its comprehensive coverage and strategic approach, the book serves as an indispensable resource for students, professionals, and marketers seeking to excel in the ever-evolving field of marketing.
The gold standard for today's marketing management student.
The world of marketing is changing every day - and for students to gain a competitive advantage, they need a textbook that reflects the best of today's marketing theories and practices. Marketing management is the gold standard of marketing text because its content and organization consistently reflect the latest changes in marketing theory and practice today.
The fifteenth edition is fully integrated with MyMarketingLab and updated as necessary to provide the most comprehensive, up-to-date and engaging marketing management text possible.
Dr Kotler is co-author of Principles of Marketing and Marketing: An Introduction. His book, Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best-seller in this specialty. Among the other books by Dr. Kotler includes marketing models; The new competition; professional marketing services; strategic marketing for educational institutions; marketing for healthcare organizations; marketing communities; High Visibility; social marketing; marketing places; The Marketing of Nations; marketing for hospitality and tourism; Standing Room Only - Strategies for Marketing the Performing Arts; museum strategy and marketing; marketing measures; Kotler on marketing; lateral marketing; winning at innovation; Ten Deadly Sins in Marketing; chaos; Marketing Your Path to Growth; Win Global Markets; and corporate social responsibility.
I rented this book because I wanted to learn about business strategy. I found the writing style to be engaging and easy to follow. The book is filled with case studies and examples that helped me understand the concepts being discussed. I would recommend this book to anyone who wants to learn about business strategy and how to apply it to their own life.
The book was in good condition and arrived on time. I liked the layout of the book, the pictures, case studies and the stories about the companies were interesting.
Since the third edition this book has been my bible through fifty years of line management and consulting. I've never come accross any marketing text as clear and logical as this one. For business interns, college students, lecturers, consultants and line managers (in any business) Kotler's books are a must-have.
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