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The world leader in marketing management is now focused on your world.

Marketing Management is the leading marketing management text around the world due to its content and organisation consistently reflecting changes in marketing theory and practice. This new Pearson One edition has retained the integrity of Philip Kotler and Kevin Lane Keller’s work, with Suzan Burton enhancing this 13th US edition to include Australian references, case studies, statistical data and trends, and regulatory bodies and government legislation where appropriate in the context of global marketing management. The inclusion of a global case database gives instructors a new resource to compliment their teaching of marketing management.

About the Author

Suzan Burton is an Associate Professor at Macquarie Graduate School of Management, Macquarie University, Australia. She is an Adjunct Professor at the University of Sydney, and has had previous appointments as an adjunct faculty member on MBA programs at the Australian Graduate School of Management and Melbourne Business School. She has undergraduate and postgraduate degrees in health, and an MBA and PhD from the University of NSW. On MBA courses at Macquarie Graduate School of Management, she teaches Marketing and Consumer Behaviour, and at the University of Sydney she teaches Marketing for Professional Services in the School of Physiotherapy.

Her research interests include customer satisfaction and retention, and customer choice in the area of socially undesirable products. She is the co-author of Marketing (7e), and co-editor, with Peter Steane of ‘Surviving your thesis’ and the author of over 50 journal articles and conference papers. Dr Burton also has extensive consulting experience in the public and private sectors in the design and implementation of marketing strategy, particularly in the area of customer feedback and information systems. Clients have included Telstra, the Commonwealth Bank, St George Bank and Finsia.

Dr Burton has received teaching awards from Macquarie University (the Macquarie University Award for Teaching Excellence) and from the Australian and New Zealand Marketing Academy conference (ANZMAC). Her research has been recognised by the award for best overall paper at the Australia and New Zealand Marketing Academy Conference (twice) and by best paper awards at Western Decision Sciences International (twice).

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1300 187 187
 
PART 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the 21st Century
Chapter 2 Developing Marketing Strategies and Plans
PART 2 Capturing Marketing Insights
Chapter 3 Gathering Information and Scanning the Environment
Chapter 4 Conducting Market Research and Forecasting Demand
PART 3 Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction and Loyalty
Chapter 6 Analysing Consumer Markets
Chapter 7 Analysing Business Markets
Chapter 8 Identifying Market Segments and Targets
PART 4 Building Strong Brands
Chapter 9 Creating Brand Equity
Chapter 10 Crafting the Brand Positioning
Chapter 11 Dealing with Competition
PART 5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
Chapter 13 Designing and Managing Services
Chapter 14 Developing Pricing Strategies and Programs
PART 6 Delivering Value
Chapter 15 Designing and Managing Integrated Marketing
Chapter 16 Managing Retailing, Wholesaling and Logistics
PART 7 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing Communications
Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events and Experiences, and Public Relations
Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word-of-Mouth and Personal Selling
PART 8 Creating Successful Long-Term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organisation

ISBN: 9780733994180
ISBN-10: 0733994180
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Published: 11th November 2008
Publisher: Pearson Education Australia