Marketing Management: First European Edition

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en Limba Engleză Hardback – 09 Apr 2009
The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students.
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ISBN-13: 9780273718567
ISBN-10: 0273718568
Pagini: 928
Dimensiuni: 210 x 275 mm
Greutate: 2.13 kg
Ediția: 1
Editura: Pearson Education
Colecția Prentice Hall
Locul publicării: Harlow, United Kingdom


Chapter  1       Defining Marketing : The European Context
Chapter 2        Understanding Marketing Management
Chapter 3        Developing Marketing Strategies and Plans
Chapter 4        Managing Digital Technology in Marketing
Chapter 5            The Changing Marketing Environment and Information Management
Chapter 6            Managing Market Research and Forecasting
Chapter 7            Analysing Consumer Markets
Chapter 8            Analysing Business Markets
Chapter 9            Dealing with the Competition
Chapter 10          Segmenting, Analysing and Creating Target Market Differentiating and Positioning Strategies
Chapter 11          Creating Customer Value, Satisfaction and Loyalty
Chapter 12          Creating and Managing Brand Equity
Chapter  13         Devising a Contemporary Branding Strategy
Chapter 14          Designing, Developing and Managing Market Offerings
Chapter 15          Introducing New Market Offerings
Chapter 16          Developing and Managing Pricing Strategies
Chapter 17          Designing and Managing Supply Networks
Chapter 18          Managing Service Process and the Customer Interface
Chapter 19          Designing and Managing Marketing Communications
Chapter 20          Managing Global and Personal Communications
Chapter 21          Implementing Marketing Management
Chapter 22          Managing Marketing Metrics

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Praise for the First European Edition of Marketing Management
“This is a much longed-for edition of the classic Marketing Management. The European co-authors have done a committed job to adapt the text – not an easy task which requires balanced judgment and wisdom. A large number of cases have been skilfully selected to make European students feel at home. The theoretical framework is basically unchanged but has been supplemented with seminal contributions from Europe.”
Professor Evert Gummesson, Stockholm University School of Business, Sweden
“The scope and range of marketing continues to move at a pace in today’s modern world. This textbook demonstrates admirably this scope and range of concepts and issues which students of marketing must prepare and perform against. This text examines traditional aspects of marketing and blends these with modern and future concepts. At the same time it bridges the Atlantic in perspective with excellent examples of interest to all marketers. Students studying marketing will do well to make this a must read.”
Professor David Carson, Ulster Business School, University of Ulster
“An excellent up-to-date, comprehensive and broadly structured text. This book represents a serious attempt to adapt Kotler’s ideas to the wider views of the marketing world, not the reverse, from Nordic relationships and Chinese guanxi to French post-modernism.”
Michael Saren, BA, PhD, Professor of Marketing, University of Leicester, England
Marketing Management exhibits all the qualities of a true marketing classic: accessibility, state-of-the-art overviews, theoretical rigour and managerial relevance. This multi-purpose textbook is a ‘must-have’ for academics and practitioners.”
Martin Wetzels, Professor of Marketing and Supply Chain Research, Maastricht University, The Netherlands
“The first European edition of the seminal work Marketing Management is a welcome addition to the growing body of work in this important discipline. The authors have recognised the strong contribution of European academics to relationship marketing, as well as recent developments in the service dominant logic, digital marketing, and marketing metrics. This will become a standard text for both undergraduate and postgraduate marketing programmes across the continent.”
Professor Graham Hooley, Deputy Vice-Chancellor, Aston University
“The first European edition of Marketing Management provides students and practitioners of marketing with an innovative perspective on the classic American original. This outstanding book synthesises contemporary marketing thought, presents fresh European examples and illustrates the need to stay alert in a continuously changing society.”
Karin M. Ekström, Professor in Marketing, University of Boras, Sweden


  • All chapters provide a European focus and include illustrations drawn from European companies.
  • The text argues the case for marketing management in Europe and explores its practice through the use of the expanded 7P marketing mix.
  • The aim of marketing management is the provision of customer-perceived value offerings to both consumer and business-to-business customers .  The product and service dominant logics are explored in this capacity.
  • Modern technological developments have provided marketing management with an array of tools including Information Communication Technology and several digital advances that have revolutionised market research, product and service development, supply and communication practice.
  • As marketing management becomes more evident in Europe there is a need to make sure that marketing initiatives are both effective and efficient.  The text devotes a whole chapter to explore marketing metrics.
  • To compliment the use of  digital technologies the book provides a window into the increasing use of creative marketing techniques as companies seek to develop and sustain innovatory products/services and processes.
  • A selection of topic templates including formats to encourage readers to practice drawing up marketing plans are also included.  A set of European videos, case studies and exercises are featured to help readers bridge the gap between knowledge and practice.