About the Book
Table of Contents:
PART 1: FUNDAMENTALS OF MARKETING MANAGEMENT
Defining Marketing for the New Realities
Marketing Planning and Management
PART 2: UNDERSTANDING THE MARKET
Analyzing Consumer Markets
Analyzing Business Markets
Conducting Marketing Research
PART 3: DEVELOPING A VIABLE MARKET STRATEGY
Identifying Market Segments and Target Customers
Crafting a Customer Value Proposition and Positioning
PART 4: DESIGNING VALUE
Designing and Managing Products
Designing and Managing Services
Building Strong Brands
Managing Pricing and Sales Promotions
PART 5: COMMUNICATING VALUE
Managing Marketing Communications
Designing an Integrated Marketing Campaign in the Digital Age
Personal Selling and Direct Marketing
PART 6: DELIVERING VALUE
Designing and Managing Distribution Channels
Managing Retailing
PART 7: MANAGING GROWTH
Driving Growth in Competitive Markets
Developing New Market Offerings
Building Customer Loyalty
Tapping into Global Markets
Environmental, Social, and Governance Issues in Marketing
About the Author :
About our authors Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (emeritus). He received his master’s degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Dr. Kotler is the author or coauthor of Principles of Marketing; Marketing: An Introduction; Strategic Marketing for Nonprofit Organizations; Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Winning Global Markets; Corporate Social Responsibility; Confronting Capitalism; Democracy in Decline; Advancing the Common Good; Social Media Marketing; Brand Activism; Marketing 5.0; Marketing 6.0; and My Adventures in Marketing.
In addition, he has published over 150 articles in leading journals, including Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Business Strategy and Futurist. He is the only three-time winner of the Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.
Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by academic members of the AMA (1975) and received the Paul Converse Award (1978). Other honors include the Prize for Marketing Excellence from the European Association of Marketing Consultants and Sales Trainers; Sales and Marketing Executives International’s (SMEI) Marketer of the Year (1995); the Distinguished Educator Award from the Academy of Marketing Science (2002); the William L. Wilkie “Marketing for a Better World” Award (2013); the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice (2013); and induction into the Marketing Hall of Fame (2014).
He has received 22 honorary doctoral degrees, among them from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics.
Professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines and Michelin. In addition, he has served as chairman of the College of Marketing of the Institute of Management Sciences, a director of the American Marketing Association, a trustee of the Marketing Science Institute, a director of the MAC Group, a member of the Yankelovich Advisory Board and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia and South America, advising many companies about global marketing opportunities.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has an AB degree in math and economics from Cornell University, an MBA from Carnegie-Mellon and a PhD in marketing from Duke University. At Dartmouth, he has taught popular MBA and executive education courses on strategic brand management and marketing management.
Previously, Professor Keller was on the faculty at Stanford University, where he also served as head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, was a visiting professor at Duke University and the Australian Graduate School of Management and has two years of industry experience as marketing consultant for Bank of America.
Professor Keller’s areas of expertise include consumer psychology and branding, communications and marketing strategies. His research has been published numerous times in each of the four major marketing journals: the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Marketing Science. An academic pioneer in the study of brands and branding, with over 135 published papers, he is one of the most highly cited of all marketing academics worldwide and has received numerous awards for his research accomplishments.
Actively involved with industry, Professor Keller has worked on a host of different types of marketing projects. He has served as a long-time consultant and trusted advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Samsung. Professor Keller served as an academic trustee for the Marketing Science Institute from 2000 to 2006, as their Executive Director from 2013 to 2015 and as a member of their Executive Committee and Board from 2015 to 2022. He has also served as an expert witness for top firms such as Amazon, Coca-Cola, DuPont, Ernst & Young, Facebook, Mercedes-Benz, the NFL, Toyota and Visa.
A popular and highly sought-after speaker, Professor Keller has made keynote speeches and conducted workshops with top executives in a wide variety of forums. He has lectured at over 150 conferences, conventions, seminars and symposiums all over the world, from Seoul to Johannesburg, from Sydney to Stockholm and from Sao Paulo to Mumbai. Professor Keller is currently conducting a variety of research studies that address marketing, branding and communication issues. Heralded as the “bible of branding,” his textbook, Strategic Brand Management, now co-authored with Vanitha Swaminathan, is in its 5th edition and has been adopted at top business schools and leading firms across the globe.
An avid sports, music and film enthusiast in his so-called spare time, Professor Keller has helped to manage, market and serve as executive producer for one of Australia’s great rock and roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He lives in Etna, New Hampshire, with his wife Punam (also a Tuck marketing professor).
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds an MA and a PhD in psychology from Sofia University and a PhD in business administration from Duke University. He is an academic thought leader, speaker and advisor in the areas of marketing strategy and planning, brand management, consumer decision making and behavioral science.
Professor Chernev has written numerous articles focused on marketing strategy, brand management, consumer behavior and market planning. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including the Wall Street Journal, the Financial Times, the New York Times, the Washington Post, Harvard Business Review, Scientific American, the Associated Press, Forbes and Bloomberg Businessweek. 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 behavior by a global survey of marketing faculty published by the Journal of Marketing Education.
In addition to academic and managerial articles, Professor Chernev has published a number of impactful books that have been translated into multiple languages and are used in top business schools around the world. These include Strategic Marketing Management: Theory and Practice; Strategic Marketing Management: The Framework; Strategic Brand Management; The Marketing Plan Handbook; The Business Model: How to Develop New Products, Create Market Value, and Make the Competition Irrelevant; Customer Science: Behavioral Insights for Creating Breakthrough Customer Experiences; and Kellogg on Marketing.
Professor Chernev has served as an area editor for the Journal of Marketing, the Journal of Consumer Psychology and the Journal of Retailing, and on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science and Journal of Marketing Behavior.
At the Kellogg School of Management, Professor Chernev teaches marketing strategy, brand management and behavioral decision theory in MBA, PhD and executive education programs. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland and at Hong Kong University of Science and Technology. He has received numerous teaching awards, including the Core Course Teaching Award, the Kellogg Faculty Impact Award and the Kellogg Executive MBA Program’s Top Professor Award, which he has received 15 times.
In addition to research and teaching, Professor Chernev has served as an academic trustee and a fellow of the Marketing Science Institute. He has worked as an expert on high-profile legal cases dealing with issues pertaining to intellectual property, consumer behavior and marketing strategy. A consummate educator and presenter, Professor Chernev has keynoted presentations at conferences and corporate events around the globe. He advises companies worldwide, from Fortune 500 firms to start-ups, on issues of marketing strategy, brand management, strategic planning and new-product development, as well as on ways to craft their business models, build strong brands, uncover market opportunities, develop new products and services, and gain competitive advantage.
