Marketing Management
暫譯: 行銷管理

注意：您購買的是獨立產品； MyMarketingLab 不包含在此內容中。如果您想同時購買實體書和 MyMarketingLab，請搜尋 ISBN-10: 0134058496/ISBN-13: 9780134058498。該套件包括 ISBN-10: 0133856461/ISBN-13: 9780133856460 和 ISBN-10: 0133876802/ISBN-13: 9780133876802。
適用於本科及研究生的行銷管理課程。 當今行銷管理學生的黃金標準。 透過反映最新行銷理論和實踐的黃金標準教材，保持在前沿。 行銷的世界每天都在變化—為了讓學生擁有競爭優勢，他們需要一本反映當今最佳行銷理論和實踐的教科書。 行銷管理 是黃金標準的行銷教材，因為其內容和組織始終反映當今行銷理論和實踐的最新變化。 第十五版 完全整合了 MyMarketingLab，並在適當的地方進行更新，以提供最全面、最新且引人入勝的行銷管理教材。 也可與 MyMarketingLab (TM) 一起使用。MyMarketingLab 是一個在線作業、教程和評估程序，旨在與此教材配合使用，以吸引學生並改善學習成果。在其結構化的環境中，學生練習所學知識，測試理解，並追求個性化的學習計劃，幫助他們更好地吸收課程材料並理解困難概念。

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. He received his master's degree at the University of Chicago and his Ph.D. 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 coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler's other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only--Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Marketing Your Way to Growth; Winning Global Markets; and Corporate Social Responsibility.

In addition, he has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. 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.

Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from the Academy of Marketing Science. In 2013, he received the William L. Wilkie "Marketing for a Better World" Award and subsequently received the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.In 2014, he was inducted in the Marketing Hall of Fame.

He has received honorary doctoral degrees 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 U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been 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 and lecturing to many companies about global marketing opportunities.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. 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 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, Procter & Gamble, and Samsung. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell, Colgate, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Intuit, Johnson & Johnson, Kodak, L.L.Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and is serving as their Executive Director from July 1, 2013, to July 1, 2015.

A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. Some of his senior management and marketing training clients have included include such diverse business organizations as Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, GE, Google, IBM, Macy's, Microsoft, Nestle, Novartis, Pepsico, SC Johnson and Wyeth. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. 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. His textbook on those subjects, Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms around the world and has been heralded as the "bible of branding."

An avid sports, music, and film enthusiast, in his so-called spare time, he has helped to manage and market, as well as 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 also serves on the Board of Directors for The Doug Flutie, Jr. Foundation for Autism, the Lebanon Opera House, and the Montshire Museum of Science. Professor Keller lives in Etna, NH, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.

菲利浦·科特勒是全球行銷領域的權威之一。他是西北大學凱洛格管理學院的國際行銷S. C. 約翰遜與兒子傑出教授。他在芝加哥大學獲得碩士學位，並在麻省理工學院獲得經濟學博士學位。他在哈佛大學進行數學的博士後研究，並在芝加哥大學進行行為科學的博士後研究。 科特勒博士是行銷原則和行銷：入門的共同作者。他的著作非營利組織的策略行銷目前已進入第七版，是該專業領域的暢銷書。科特勒博士的其他著作包括行銷模型；新競爭；行銷專業服務；教育機構的策略行銷；醫療組織的行銷；行銷會眾；高可見度；社會行銷；行銷地點；國家的行銷；旅館與旅遊的行銷；只剩站位--表演藝術行銷策略；博物館策略與行銷；行銷動作；科特勒論行銷；橫向行銷；創新獲勝；十個致命的行銷罪；混沌行銷；行銷你的成長之路；贏得全球市場；以及企業社會責任。 此外，他在多本領先期刊上發表了超過150篇文章，包括哈佛商業評論、斯隆管理評論、商業視野、加州管理評論、 行銷期刊、 行銷研究期刊、管理科學、 商業策略期刊和未來學家。 他是唯一三度獲得行銷期刊最佳年度文章的Alpha Kappa Psi獎的得主。 科特勒教授是美國行銷協會（AMA）傑出行銷教育者獎的首位獲得者（1985年）。歐洲行銷顧問與銷售訓練協會授予他行銷卓越獎。他在1975年的調查中被AMA的學術成員選為行銷思想領袖。他還獲得了AMA的1978年保羅·康維斯獎，以表彰他對行銷的原創貢獻。1995年，銷售與行銷執行國際組織（SMEI）將他評選為年度行銷人。2002年，科特勒教授獲得行銷科學學院的傑出教育者獎。2013年，他獲得威廉·L·威爾基「為更美好的世界行銷」獎，隨後又獲得謝斯基金會對行銷學術與實踐的卓越貢獻獎章。2014年，他被納入行銷名人堂。 他獲得了斯德哥爾摩大學、蘇黎世大學、雅典經濟與商業大學、德保羅大學、克拉科夫商業與經濟學院、巴黎H.E.C.集團、布達佩斯經濟科學與公共行政學院、維也納經濟與商業管理大學以及普列漢諾夫俄羅斯經濟學院的榮譽博士學位。 科特勒教授曾擔任多家美國及外國公司的顧問，包括IBM、通用電氣、AT&T、霍尼韋爾、美國銀行、默克、SAS航空、米其林等，專注於行銷策略與規劃、行銷組織及國際行銷領域。 他曾擔任管理科學學院行銷學院的主席、美國行銷協會的董事、行銷科學研究所的受託人、MAC集團的董事、Yankelovich顧問委員會的成員，以及哥白尼顧問委員會的成員。他曾是芝加哥藝術學院董事會的成員，並擔任德魯克基金會的顧問委員會成員。他曾廣泛旅行於歐洲、亞洲和南美洲，為許多公司提供有關全球行銷機會的建議和演講。 凱文·萊恩·凱勒是達特茅斯學院塔克商學院的E. B. 奧斯本行銷教授。凱勒教授擁有康奈爾大學、卡內基梅隆大學和杜克大學的學位。在達特茅斯，他教授行銷管理和策略品牌管理的MBA課程，並在高管課程中講授這些主題。 之前，凱勒教授曾在斯坦福大學任教，並擔任行銷小組的負責人。此外，他曾在加州大學伯克利分校和北卡羅來納大學教堂山分校任教，並在杜克大學和澳大利亞研究生管理學院擔任訪問教授，還有兩年的行業經驗，擔任美國銀行的行銷顧問。 凱勒教授的專業領域主要在於行銷策略與規劃以及品牌管理。他的具體研究興趣在於如何理解與消費者行為相關的理論和概念可以改善行銷策略。他的研究已發表在三本主要的行銷期刊上：行銷期刊、行銷研究期刊和消費者研究期刊。他還曾擔任這些期刊的編輯審查委員會成員。擁有超過90篇已發表的論文，他的研究被廣泛引用並獲得多項獎項。 積極參與行業，他參與了各種不同類型的行銷項目。他曾擔任一些全球最成功品牌的行銷顧問和顧問，包括埃森哲、美國運通、迪士尼、福特、英特爾、李維斯、寶潔和三星。其他品牌顧問活動則涉及其他頂尖公司，如全州保險、拜耳斯道夫（妮維雅）、藍十字藍盾、坎貝爾、高露潔、禮來、埃克森美孚、通用磨坊、GfK、固特異、孩之寶、Intuit、強生、柯達、L.L.Bean、美約診所、MTV、Nordstrom、Ocean Spray、紅帽、SAB米勒、殼牌石油、星巴克、聯合利華和楊與魯比卡。他還曾擔任行銷科學研究所的學術受託人，並於2013年7月1日至2015年7月1日擔任其執行董事。 作為一位受歡迎且備受追捧的演講者，他在各種論壇上對高層管理人員進行演講和行銷研討會。他的一些高層管理和行銷培訓客戶包括思科、可口可樂、德國電信、埃克森美孚、通用電氣、谷歌、IBM、梅西百貨、微軟、雀巢、諾華、百事可樂、SC約翰遜和惠氏等多樣化的商業組織。他在全球各地進行演講，從首爾到約翰內斯堡，從悉尼到斯德哥爾摩，從聖保羅到孟買。他曾在參加者數以百計到數千人的會議上擔任主題演講者。 凱勒教授目前正在進行各種研究，探討建立、衡量和管理品牌價值的策略。他的教科書策略品牌管理已進入第四版，並在全球頂尖商學院和領先企業中被採用，並被譽為「品牌的聖經」。 作為一位熱愛運動、音樂和電影的愛好者，在他所謂的空閒時間裡，他幫助管理和行銷，以及擔任澳大利亞偉大搖滾樂團The Church的執行製片人，還有美國力量流行音樂傳奇Tommy Keene和Dwight Twilley。他還擔任道格·弗魯提基金會、黎巴嫩歌劇院和蒙特希爾科學博物館的董事會成員。凱勒教授與他的妻子Punam（也是塔克的行銷教授）和兩個女兒Carolyn和Allison一起住在新罕布什爾州的埃特納。