Marketing Management (12th Edition)

Author: Philip Kotler, Kevin Lane Keller (USA)
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 fundamentals. 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 newcomer just starting to learn marketing; from top-level managers of a company 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 working with 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 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, and more. Its structure is more rational, and the content is more comprehensive, offering you more new concepts, theories, and case studies... Since the first edition of Marketing Management was launched by Kotler in 1967, after 40 years of development, the theoretical framework of Marketing Management has become more mature, and the case studies have become richer. The book contains a vast amount of information without being overwhelming, presenting clear and comprehensive perspectives. These qualities have made the book trusted by 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 working with 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 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, and more. The chapter structure of the book has also been significantly revised to better suit teaching needs, dividing the entire 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 related case studies 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 more surprises, as Kotler said: "In your studies and career, it will be a source of practical insights."