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SIXTEENTH EDITION

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Marketing
Management

Philip Kotler
Northwestern University

Kevin Lane Keller

Dartmouth College

Alexander Chernev
Northwestern University
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Library of Congress Cataloging-in-Publication Data

Names: Kotler, Philip, author. | Keller, Kevin Lane, 1956- author. |

Chernev, Alexander, author.
Title: Marketing management / Philip Kotler, Northwestern University, Kevin
Lane Keller, Dartmouth College, Alexander Chernev, Northwestern
University.
Description: Sixteenth edition. | Hoboken, NJ : Pearson Education, [2022] |
Includes bibliographical references and index.
Identifiers: LCCN 2021016494 | ISBN 9780135887158 (hardcover)
Subjects: LCSH: Marketing--Management.
Classification: LCC HF5415.13 .K64 2022 | DDC 658.8--dc23
LC record available at [Link]

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ISBN-10: 0-13-588715-1
ISBN-13: 978-0-13-588715-8
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This book is dedicated to my wife and best friend, Nancy, with love.

—PK

This book is dedicated to my wife, Punam, and my two daughters,

Carolyn and Allison, with much love and thanks.

—KLK

This book is dedicated to my parents, Irina and Christo, with love

and gratitude.

—AC
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BriefThisContents
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Preface xiii

PART 1 Fundamentals of Marketing Management 2

chapter 1 Defining Marketing for the New Realities 2
chapter 2 Marketing Planning and Management 28

PART 2 Understanding the Market 52

chapter 3 Analyzing Consumer Markets 52
chapter 4 Analyzing Business Markets 78
chapter 5 Conducting Marketing Research 98

PART 3 Developing a Viable Market Strategy 118

chapter 6 Identifying Market Segments and Target Customers 118
chapter 7 Crafting a Customer Value Proposition and Positioning 140

PART 4 Designing Value 160

chapter 8 Designing and Managing Products 160
chapter 9 Designing and Managing Services 182
chapter 10 Building Strong Brands 208
chapter 11 Managing Pricing and Sales Promotions 238

PART 5 Communicating Value 262

chapter 12 Managing Marketing Communications 262
chapter 13 Designing an Integrated Marketing Campaign in the Digital Age 282
chapter 14 Personal Selling and Direct Marketing 304

PART 6 Delivering Value 322

chapter 15 Designing and Managing Distribution Channels 322
chapter 16 Managing Retailing 346

PART 7 Managing Growth 372

chapter 17 Driving Growth in Competitive Markets 372
chapter 18 Developing New Market Offerings 396
chapter 19 Building Customer Loyalty 418
chapter 20 Tapping into Global Markets 442
chapter 21 Socially Responsible Marketing 464

Endnotes 487
Glossary 549
Name Index 557
Company, Brand, and Organization Index 559
Subject Index 569

v
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