Marketing Management - (12th Edition)

Author: Philip Kotler (USA), Kevin Lane Keller (USA), translated by Mei Qinghao
Publisher:
Publish Date: 2006-09-01
Features: In the field of global marketing and the business world, Philip Kotler and his Marketing Management represent classics, brands, standards, and foundations. Since the first edition of Marketing Management was launched by Kotler in 1967, it has undergone 40 years of testing and has been translated into more than 20 languages. Whether it is a marketing expert or a beginner just starting to learn marketing; from a corporate manager to an ordinary salesperson, you can see the new edition of Kotler's Marketing Management on their bookshelves. The new edition (12th edition) of Marketing Management undoubtedly represents a significant breakthrough over previous versions. First, it has a new co-author joining Kotler, who is praised by Kotler as "one of the authorities of his generation," Kevin Lane Keller. Professor Keller is one of the leading international figures in the field of brand research. Therefore, this edition specifically includes a separate chapter for an in-depth analysis of brand asset creation. Second, the most significant feature of this edition in terms of content is the introduction of a new theme—holistic marketing, which includes: international marketing, integrated marketing, relationship marketing, and social responsibility marketing. These four aspects run throughout the book and are specifically addressed in dedicated chapters. Additionally, this edition introduces two new themes: marketing customization and marketing accounting, along with many new and expanded concepts: brand management principles, consumer decision heuristics, psychological accounting, marketing metrics, etc. Its structure is more rational, and the content is more comprehensive, offering you more new concepts, theories, and cases... Since the first edition of Marketing Management was launched by Kotler in 1967, it has developed over 40 years, and its theoretical framework has become more mature, with richer case studies. The book is packed with substantial information yet remains well-organized, presenting clear and comprehensive perspectives. These qualities have earned the book the trust of marketing scholars and practitioners worldwide, earning it the reputation of the "bible of marketing." The 12th edition of Marketing Management undoubtedly represents a significant breakthrough over previous versions. First, it has a new co-author joining Kotler, who is praised by Kotler as "one of the authorities of his generation," Kevin Lane Keller. Professor Keller is one of the leading international figures in the field of brand research. Therefore, this edition specifically includes a separate chapter for an in-depth analysis of brand asset creation. Second, the most significant feature of this edition in terms of content is the introduction of a new theme—holistic marketing, which includes: international marketing, integrated marketing, relationship marketing, and social responsibility marketing. These four aspects run throughout the book and are specifically addressed in dedicated chapters. Additionally, this edition introduces two new themes: marketing customization and marketing accounting, along with many new and expanded concepts: brand management principles, consumer decision heuristics, psychological accounting, marketing metrics, etc. The chapter structure of this book has also undergone significant changes to better suit teaching requirements, dividing the book into eight parts: Understanding Marketing Management, Focusing the Marketing Vision, Connecting with Customers, Creating Strong Brands, Shaping Market Offerings, Delivering Value, Communicating Value, and Creating Successful Long-Term Growth. Each chapter has been substantially revised, incorporating more new concepts and perspectives, while updating relevant cases and supplementary materials. A detailed case study of a world-class company has been added to the end-of-chapter exercises as a discussion material for students. The new edition of Marketing Management will bring you even more surprises, as Kotler said: "In your learning and career, it will be a source of practical insights." [Editor's Recommendation] In the field of global marketing and the business world, Philip Kotler and his Marketing Management represent classics, brands, standards, and foundations, having sold worldwide for nearly 40 years and been translated into more than 20 languages. Whether it is a marketing expert or a beginner just starting to learn marketing; from a corporate manager to an ordinary salesperson, you can see the new edition of Kotler's Marketing Management on their bookshelves. The book you are holding now is the new edition (12th edition) of Marketing Management, with a more rational structure and more comprehensive content, offering you more new concepts, theories, and cases.