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For undergraduate and graduate courses in marketing management.
The gold standard for today's marketing management student
The world of marketing is changing every day ― and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, students will be armed with the knowledge and tools to succeed in the new market environment around them.
About our authors
Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (emeritus). He received his master's degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Dr. Kotler is the author or coauthor of Principles of Marketing; Marketing: An Introduction; Strategic Marketing for Nonprofit Organizations; Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Winning Global Markets; Corporate Social Responsibility; Confronting Capitalism; Democracy in Decline; Advancing the Common Good; Social Media Marketing; Brand Activism; Marketing 3.0; Marketing 4.0; and My Adventures in Marketing.
In addition, he has published over 150 articles in leading journals, including Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Business Strategy, and Futurist. He is the only 3-time winner of the Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by academic members of the AMA (1975) and received the Paul Converse Award (1978). Other honors include the Prize for Marketing Excellence from the European Association of Marketing Consultants and Sales Trainers; Sales and Marketing Executives International's (SMEI) Marketer of the Year (1995); the Distinguished Educator Award from the Academy of Marketing Science (2002); William L. Wilkie “Marketing for a Better World” Award (2013); Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice (2013); and induction into the Marketing Hall of Fame (2014).
He has received 22 honorary doctoral degrees, among them from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics.
Professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, and Michelin.
In addition, he has served as chairman of the College of Marketing of the Institute of Management Sciences, a director of the American Marketing Association, a trustee of the Marketing Science Institute, a director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising many companies about global marketing opportunities.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College. Professor Keller has an AB degree in math and economics from Cornell University, an MBA from Carnegie-Mellon, and a PhD in marketing from Duke University. At Dartmouth, he teaches MBA courses on 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, was a visiting professor at Duke University and the Australian Graduate School of Management, and has 2 years of industry experience as marketing consultant for Bank of America.
Professor Keller's general area of expertise is in understanding how theories and concepts related to consumer psychology can improve branding and marketing strategies. His research has been published numerous times in each of the 4 major marketing journals: the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science. With over 120 published papers, he is also one of the most heavily cited of all marketing academics, and he has received numerous awards for his research accomplishments.
Actively involved with industry, Professor Keller has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung. He is a popular and highly sought-after speaker and has given keynote speeches and conducted workshops with top executives in a wide variety of forums. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai.
Professor Keller is currently conducting a variety of research studies that address strategies to build, measure, and manage brand equity. His textbook on those subjects, Strategic Brand Management, added co-author Vanitha Swaminathan for its 5th edition. It has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He has also served as an academic trustee, executive director, and executive committee member for the Marketing Science Institute.
An avid sports, music, and film enthusiast in his so-called spare time, Professor Keller has helped to manage, market, and serve as executive producer for one of Australia's great rock and roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He currently serves on the Board of Directors for the Lebanon Opera House and the Doug Flutie, Jr. Foundation for Autism. He lives in Etna, NH with his wife, Punam (also a Tuck marketing professor), and 2 daughters, Carolyn and Allison.
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds an MA and a PhD in psychology from Sofia University and a PhD in business administration from Duke University. He is an academic thought leader, speaker and advisor in the area of marketing strategy, brand management, consumer decision making, and behavioral economics.
Professor Chernev has written numerous articles focused on business strategy, brand management, consumer behavior, and market planning. His research has been published in various marketing journals and has been frequently quoted in the business and popular press, including The Wall Street Journal, Financial Times, The New York Times, The Washington Post, Harvard Business Review, Scientific American, Associated Press, Forbes, and Business Week. He was ranked among the top 10 most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top 5 marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education.
In addition to academic and managerial articles, Professor Chernev has published a number of impactful books, including Strategic Marketing Management: Theory and Practice, Strategic Marketing Management: The Framework, Strategic Brand Management, The Marketing Plan Handbook, and The Business Model: How to Develop New Products, Create Market Value, and Make the Competition Irrelevant, which have been translated into multiple languages and are used in top business schools around the world.
Professor Chernev has served as an area editor for the Journal of Marketing and the Journal of Consumer Psychology, and on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, and Journal of Marketing Behavior.
At the Kellogg School of Management, Professor Chernev teaches marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland, and at Hong Kong University of Science and Technology. He has received numerous teaching awards, including the Core Course Teaching Award, Kellogg Faculty Impact Award, and the Kellogg Executive MBA Program's Top Professor Award, which he has received 12 times.
In addition to research and teaching, Professor Chernev has served as an academic trustee and is currently a fellow of the Marketing Science Institute. He has served as an expert on numerous legal cases dealing with issues pertaining to intellectual property, consumer behavior, and marketing strategy. A consummate educator and presenter, Professor Chernev has keynoted presentations at conferences and corporate events around the globe. He advises companies worldwide, from Fortune 500 firms to startups, on issues of marketing strategy, brand management, strategic planning, and new product development, as well as on ways to craft their business models, build strong brands, uncover market opportunities, develop new products and services, and gain competitive advantage.
