Program Objectives.
Upon completion of this program, students will acquire professional in-demand skills and will be able to:

• Analyze critically the marketing process, the environment within which it operates, the institutions involved, and the functions that are performed.
• Know the process of researching and writing a marketing plan for an organization.
• Develop a marketing strategy that utilizes appropriate technologies.
• Apply marketing concepts to corporate decision-making.

Marketing Management
by Philip Kotler, Kevin Lane Keller, Alexander Chernev
Pearson
3rd or 16th edition

About the 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. He received his Ph.D. at MIT in economics. Professor Kotler was the first recipient of the American Marketing Association’s Distinguished Marketing Educator Award. In 1995, Sales and Marketing Executives International 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 into the Marketing Hall of Fame. 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.
Kevin Lane Keller is 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. With more than 90 published papers, his research has been widely cited and has received numerous awards. He has served as a long-term 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. Some of his senior management and marketing training clients have included such diverse business organizations as Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, GE, Google, IBM, Macy’s, Microsoft, Nestle, Novartis, Pepsico, SC Johnson, and Wyeth.
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. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including the Wall Street Journal, the Financial Times, the New York Times, the Washington Post, Harvard Business Review, Scientific American, the Associated Press, Forbes, and Bloomberg Businessweek. He was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. 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 start-ups—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.

About the Publisher
Pearson is the world's largest education company. Although Pearson generates approximately 60 percent of its sales in North America, it operates in more than 70 countries. In 2019 Pearson announced it would begin the process of phasing out the publishing of printed textbooks, in a plan to move into a more digital-first strategy. The company reportedly envisions students relying more on e-textbooks, which would be updated frequently.