Garantie de satisfaction à 100% Disponible immédiatement après paiement En ligne et en PDF Tu n'es attaché à rien
Recherché précédemment par vous
Solution Manual For Marketing Management, 5th Edition by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen€18,04
Ajouter au panier
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
KAO Two
KAO Park
Harlow CM17 9SR
United Kingdom
Tel: +44 (0)1279 623623
Web: www.pearson.com
_______________________________
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
purposes only. In all other cases, no part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise without either the prior written permission of the
Publishers or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd., Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. This
book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of
binding or cover other than that in which it is published, without the prior consent of the
Publishers.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership rights in
such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement
of this book by such owners.
The Financial Times. With a worldwide network of highly respected journalists, The Financial
Times provides global business news, insightful opinion and expert analysis of business, finance
and politics. With over 500 journalists reporting from 50 countries worldwide, our in-depth
coverage of international news is objectively reported and analysed from an independent, global
perspective. To find out more, visit www.ft.com/pearsonoffer.
The screenshots in this book are reprinted by permission of Microsoft Corporation.
Pearson Education is not responsible for the content of third-party internet sites.
, 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
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur solutions. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €18,04. Vous n'êtes lié à rien après votre achat.
