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View larger. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments. Part 1. Identifying Market Segments and Targets Crafting the Brand Positioning Pearson offers special pricing when you package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson rep.
He is the S. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. His Strategic Marketing for Nonprofit Organizations , now in its seventh edition, is the best seller in that specialized area. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.
In , he received the William L. In , he was inducted in the Marketing Hall of Fame. Professor Kotler has been a consultant to many major U.
He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities. Kevin Lane Keller is the E. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. Previously, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group.
Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller's general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies.
His research has been published in three of the major marketing journals: the Journal of Marketing , the Journal of Marketing Research , and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than 90 published papers, his research has been widely cited and has received numerous awards. Actively involved with industry, he has worked on a host of different types of marketing projects.
He has also served as an academic trustee for the Marketing Science Institute and is serving as their Executive Director from July 1, , to July 1, A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. He has served as keynote speaker at conferences with hundreds to thousands of participants. Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity.
We're sorry! We don't recognize your username or password. Please try again. The work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. You have successfully signed out and will be required to sign back in should you need to download more resources. Marketing Management, 15th Edition. Philip T. Availability Available. Description For undergraduate and graduate courses in marketing management.
Emphasize the many aspects of marketing Four key dimensions of holistic marketing are woven throughout the text: Internal marketing —ensuring everyone in the organization embraces appropriate marketing principles, especially senior management.
Integrated marketing —ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Relationship marketing —having rich, multifaceted relationships with customers, channel members, and other marketing partners.
Performance marketing —understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects. In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations.
The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots. Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations.
Each case includes questions that promote classroom discussion and student analysis. Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary. Spark classroom discussion NEW!
Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters. Marketing in Action Mini-cases. The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organizations.
Content updates: NEW! A new chapter 21 titled Managing Digital Communications : Online, Social Media and Mobile has been added to better highlight that important topic. The global chapter 8, previously Chapter 21 has been moved into Part 3 on Connecting with Customers and the new products chapter 15, previously Chapter 20 has been moved into Part 5 on Creating Value.
The positioning and brand chapters 10 and 11 have been switched to allow for the conventional STP sequencing. Before Class: The Chapter Warm-up helps you hold your students accountable for the basic material in the textbook chapter. The assignment consists of basic questions related to the textbook content, and students have the chance to access their etext to read about the topics in question.
Dynamic Study Modules: Not every student learns the same way and at the same rate. Now, thanks to advances in adaptive learning technology, you no longer have to teach as if they do. Dynamic Study Modules continuously assess student performance and activity in real time, and, using data and analytics, personalize content toreinforce concepts that target each student's strengths and weaknesses.
You can assign Dynamic Study Modules as homework and receive results right in your gradebook. And, because your students are always on the go, Dynamic Study Modules can be accessed from any computer, tablet, or smartphone. Enhanced eText: Engagement in lecture is essential to student success, and continuing that engagement outside of class is just as critical.
Just as a great instructor brings course material to life, the immersive Enhanced eText brings reading to life — with animations, interactive tutorials, and more. In the Enhanced eText, immediate practice suited to a variety of learning styles is just a click away. Now included with Mastering with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics.
Instructors, you can: Pose a variety of open-ended questions that help your students develop critical thinking skills Monitor responses to find out where students are struggling Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning Business Today: Bring current events alive in your classroom with videos that illustrate current and topical business concepts.
Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course, with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner. After Class: Branching, Decision-Making Simulations: Decision-making simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge.
The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included. Video Exercises: These engaging videos explore a variety of business topics related to the theory students are learning in class. Writing Space: Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, the Writing Space offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students, quickly and easily.
Thanks to auto-graded, assisted-graded, and create-your-own assignments, you decide your level of involvement in evaluating students' work. The auto-graded option allows you to assign writing in large classes without having to grade essays by hand. Quizzes and Tests: Pre built quizzes and tests allow you to quiz students without having to grade the assignments yourself.
New to This Edition. Spark classroom discussion Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. Content updates: A new chapter 21 titled Managing Digital Communications : Online, Social Media and Mobile has been added to better highlight that important topic.
Table of Contents Part 1. See any of the following pages for a complete listing of packages available: Marketing Management, 15th Edition. About the Author s. Previous editions. Marketing Management, 14th Edition. Relevant Courses. Marketing Management Marketing. Sign In We're sorry! Username Password Forgot your username or password? Sign Up Already have an access code? Instructor resource file download The work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning.
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Dirección de Marketing
View larger. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible. MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments.
Marketing Management, 15th Edition
View Larger Image. Title: Direccion De Marketing, 14th Edition. Book Condition: Used: Like New. Visit Seller's Storefront. We guarantee the condition of every book as it's described on the Abebooks web sites.