Marketing Management (12th Edition)

Author: (USA) Kotler, Keller
Publisher:
Publish Date: 2006-09-01
Features: Since the first edition of Marketing Management was launched by Kotler in 1967, after 40 years of development, the theoretical system of Marketing Management has become more mature, and the case studies have become richer. The book contains a vast amount of information but is not overwhelming, presenting clear and comprehensive viewpoints. These qualities have made the book highly trusted by marketing scholars and professionals worldwide, earning it the reputation of the "bible of marketing." The 12th edition of Marketing Management represents a significant breakthrough over previous versions. First, it features a new co-author alongside Kotler, Kevin Lane Keller, whom Kotler praises as "one of the authorities of his generation" in the field of marketing. Professor Keller is one of the leading international figures in brand research. Therefore, this edition includes a dedicated chapter for an in-depth analysis of brand asset creation. Second, the most notable feature of this edition is the introduction of a new theme—holistic marketing, which encompasses: international marketing, integrated marketing, relationship marketing, and social responsibility marketing. These four aspects are integrated throughout the book and are covered in dedicated chapters. Additionally, this edition introduces two new themes: marketing customization and marketing accounting. It also includes many new and expanded concepts such as brand management principles, consumer decision heuristics, psychological accounting, and marketing metrics. The chapter structure of the book has also been significantly revised to better suit teaching needs, dividing the book into eight parts that focus on: understanding marketing management, broadening marketing vision, connecting with customers, creating strong brands, shaping market offerings, delivering value, communicating value, and fostering successful long-term growth. Each chapter has been substantially updated, incorporating more new concepts and perspectives, while also refreshing relevant cases and supplementary materials. Notably, the end-of-chapter exercises now include a detailed case study of a world-class company as a discussion material for students. The new edition of Marketing Management promises to bring you even more surprises, as Kotler said, "It will be a source of practical insights in your learning and career."