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Solution Manual For Marketing Management, 5th Edition by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben HansenR335,48
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Instructor’s Manual
Marketing Management
Fifth European edition
Malcolm Goodman
For further instructor material
please visit:
www.pearson.com
Pearson Education Limited 2024
Lecturers adopting the main text are permitted to download and photocopy the manual as required.
,PEARSON EDUCATION LIMITED
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_______________________________
First published in 2009
Second edition published in 2013
Third edition published in 2016
Fourth edition published in 2019
This edition published 2024
The right of Malcolm Goodman to be identified as author of this work has been asserted by
him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. Permission is hereby given for the material in this publication to be
reproduced for student handouts, without express permission of the Publishers, for educational
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, Contents
Part and Chapter Pages
PART 1 UNDERSTANDING MARKETING MANAGEMENT 6–50
The chapters in PART 1 provide an overview of the marketing manager’s world and address four
essential themes:
1. defining the scope of contemporary marketing;
2. exploring marketing management locally, nationally and Internationally;
3. designing marketing strategies and plans
4. understanding the challenges of digital technology management in marketing.
Chapters
1. Defining marketing for the new realities 7
2. Understanding marketing management within a global context 15
3. Developing marketing strategies and plans 24
4. Managing digital technology in marketing 43
Case Study
PART 2 CAPTURING MARKETING INSIGHTS 51–118
The chapters in PART 2 explore the three broad themes of:
1. identifying and tracking;
2. researching the market and
3. analysing the competition.
Chapters
5. The changing marketing environment and information management 52
6. Managing market research and forecasting 65
7. Analysing consumer markets 76
8. Analysing business markets 96
9. Dealing with competition 110
Case Study
PART 3 CONNECTING WITH CUSTOMERS 119–168
The chapters in PART 3 explore the key themes of:
1. segmentation;
2. targeting.
, 3. positioning;
4. the purpose of branding;
5. how to create and sustain a strong well-regarded brand.
Chapters
10. Seeking and developing target marketing differentiation strategies 120
11. Creating customer value, satisfaction and loyalty 136
12. Building strong brands 150
13. Digital and global brand management strategies 160
Case Study
PART 4 SHAPING AND PRICING THE MARKET OFFERING 169–219
The chapters in PART 4 explore the key themes of:
1. managing products and services;
2. creating new products and
3. developing pricing strategies.
Chapters
14. Designing, developing and managing market offerings 170
15. Introducing new market offerings 190
16. Developing and managing pricing strategies 204
Case Study
PART 5 COMMUNICATING VALUE 220–263
The chapters in PART 5 explore the key themes of:
1. managing non-personal (mass communication);
2. managing personal marketing;
3. exploring the impact of social media and
4. exploring the quest of integrating marketing communication.
Chapters
17. Designing and managing non-personal marketing communications 221
18. Managing personal communications 245
Case Study
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