This classic textbook on marketing management, in its thirty eighth year of publication, continues to be the ultimate marketing text for students and educators. Its unique position springs not only from the vast canvas on which the deft hands of the authors' work and their inimitable style of presentation, but also from its remarkable attempt to reflect the changes taking place in marketing theory and practice. The text continues to be, as in the previous editions, up-to-date and contemporary, maintaining excellent depth, breadth and relevance-even as it 'talks' directly to the reader.
The twelfth edition builds on the fundamental strengths of the past editions, especially in its managerial orientation, analytic and multidisciplinary approaches, universal applications, and comprehensiveness. It is the first time that Professor Kotler is joined by a co-author for this book-Professor Kevin Keller, a top marketing academic and a visionary in marketing.

Table of Contents

Part I.    Understanding Marketing Management
Chapter 1 - Defining Marketing for the 21st Century
Chapter 2 - Developing Marketing Strategies & Plans

Part II.   Capturing Marketing Insights
Chapter 3 - Gathering Information & Scanning the Environment
Chapter 4 - Conducting Marketing Research & Forecasting Demand

Part III.   Connecting with Customers
Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty
Chapter 6 - Analyzing Consumer Markets
Chapter 7 - Analyzing Business Markets
Chapter 8 - Identifying Market Segments & Targets

Part IV.   Building Strong Brands
Chapter 9 - Creating Brand Equity
Chapter 10 - Crafting the Brand Positioning
Chapter 11 - Dealing with Competition

Part V.   Shaping the Market Offerings
Chapter 12 - Setting Product Strategy
Chapter 13 - Designing & Managing Services
Chapter 14 - Developing Pricing Strategies & Programs

Part VI.   Delivering Value
Chapter 15 - Designing & Managing Value Networks & Channels
Chapter 16 - Managing Retailing, Wholesaling & Logistics

Part VII.   Communicating Value
Chapter 17 - Designing & Managing Integrated Marketing Communications
Chapter 18 - Managing Mass Communications:   Advertising, Sales Promotion, Events & Public Relations
Chapter 19 - Managing Personal Communications:   Direct Marketing & the Sales Force

Part VIII.   Creating Long-Term Growth
Chapter 20 - Introducing New Market Offerings
Chapter 21 - Tapping into Global Markets
Chapter 22 - Managing a Holistic Marketing Organization