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Marketing Management Plus MyLab Marketing with Pearson eText -- Access Card Package, 15th Edition

By Philip T. Kotler, Kevin Lane Keller

Published by Pearson

Published Date: Apr 15, 2015


NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of Pearson's MyLab

& Mastering products exist for each title, and registrations are not transferable. To register for and use Pearson's MyLab &
Mastering products, you may also need a Course ID, which your instructor will provide.

Used books, rentals, and purchases made outside of Pearson
If purchasing or renting from companies other than Pearson, the access codes for Pearson's MyLab & Mastering products may not
be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase.

For undergraduate and graduate courses in marketing management.

This package includes MyMarketingLab.


The gold standard for today’s marketing management student.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.


The world of marketing is changing everyday—and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s 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.  


Personalize learning with MyMarketingLab

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.

0134058496/9780134058498 Marketing Management Plus MyMarketingLab with Pearson eText -- Access Card Package, 15/e

Package consists of

0133856461/9780133856460 Marketing Management, 15/e
0133876802/9780133876802 MyMarketingLab with Pearson eText -- Access Card -- for Marketing Management, 15/e

Table of Contents

Part 1. Understanding Marketing Management 
1. Defining Marketing for the New Realities 
2. Developing Marketing Strategies and Plans 

Part 2. Capturing Marketing Insights 
3. Collecting Information and Forecasting Demand 
4. Conducting Marketing Research 

Part 3. Connecting with Customers 
5. Creating Long-term Loyalty Relationships 
6. Analyzing Consumer Markets 
7. Analyzing Business Markets 
8. Tapping into Global Markets 

Part 4. Building Strong Brands 
9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity 
12. Meeting Competition and Driving Growth 

Part 5. Shaping the Market Offerings 
13. Setting Product Strategy 
14. Designing and Managing Services 
15. Introducing New Market Offerings 
16. Developing Pricing Strategies and Programs 

Part 6. Delivering Value 
17. Designing and Managing Integrated Marketing Channels 
18. Managing Retailing, Wholesaling, and Logistics 

Part 7. Communicating Value 
19. Designing and Managing Integrated Marketing Communications 
20. Managing Digital Communications: Online, Social Media and Mobile Marketing 
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling 

Part 8. Managing the Marketing Organization 
23. Conducting Marketing Responsibly for Long-Term Success