Marketing Management 4th European Edition
Cecelia Seiner
Marketing Management, 4th edition, European Edition, by Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. Combining traditional marketing with new concepts, the text maintains accessibility, theoretical rigour, and managerial relevance.
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 behavioural science at the University of Chicago.
Besides authoring a large number of publications and articles in various journals, 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, Michelin and others in the areas of marketing strategy and planning, marketing organisation and international marketing.
Kevin Lane Keller is the E, B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College in New Hampshire, USA. 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 programmes on those topics.
Professor Keller' 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 behaviour can improve marketing and branding 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 over 120 published papers, his research has been widely cited and has received numerous awards.
Mairead Brady is an assistant Professor of Marketing at the Trinity School of Business, Trinity College Dublin. She holds a Ph.D. from the University of Strathclyde in Scotland, which she completed under the supervision of Professors Michael Saren and Nikolas Tzokas.
Dr Brady's research focuses on the assimilation and management of digital technologies in marketing. She concentrates on analysing the challenges of contemporary marketing practice with papers and research work in the area of digital challenges, social networking realities and myths, and how real-time data affects business. She is also the academic lead on the Pearson MyMarketingExperience game-based learning, which is an online simulation designed to engage students in the writing of a marketing plan. With more than 90 publications, including journal articles and international conference papers and presentations, Dr Brady is a prolific author.
Malcolm Robert Victor Goodman has retired from full-time teaching and is actively engaged in AJM Management Development, a partnership specialising in the practical application of marketing, creativity, change management and strategic innovation initiatives. He is also Visiting Associate of Sheffield Business School, Sheffield Hallam University. His specialist subjects are business creativity, organisational change and marketing.
Professor Goodman has worked on several international assignments and has conducted on-the-spot marketing surveys and management briefs in Europe (particularly France and Germany) and in the Far East (especially Indonesia, Malaysia, Singapore and Thailand).
Torben Hansen is a Professor at the Department of Marketing, Copenhagen Business School (CB5) His main fields of research are consumer behaviour and marketing research methods, and his papers have appeared in various academic journals. He has also contributed a number of chapters in scholarly books. He is a frequent speaker at national and international conferences and community forums.
Professor Hansen is editor in chief of the Consumer Behaviour Newsletter at Copenhagen Business School. He has served as a member of the Danish Food Think Tank and a member of the Danish Marketing Practices Act Committee.
Prof Brady is an Associate Professor at the Trinity Business School and the Director for Joint Honours Degrees (Law & Business and Computer Science & Business). She is also an Adjunct Professor at the Warwick Business School, London. She has over 30 years of experience lecturing at undergraduate and graduate levels and supervising Ph.D. students. She is a co-author of the 5th European edition of the well-known "Marketing Management" textbook with the marketing guru Philip Kotler along with Keller, Goodman, and Hansen - forthcoming 2024. Her research and teaching focus on AI and digital challenges in two domains: management education and marketing management. Within marketing management, she researches leadership, digital transformation and customer-centric perspectives. Her unique contributions focus on the challenges of assimilation of technology and the management challenges of intra- and extra-organizational relationships. Within management education, she has a strategic agenda that entails a systematic endeavour to meticulously chart the evolving trajectories of artificial intelligence (AI) in the sphere of management education to provide a comprehensive evaluation of the current landscape and a prospective examination of future prospects to illuminate the myriad opportunities and major concerns. She has previously researched simulations and online games within higher education and has co-developed an online simulation game, which has been successfully adopted in more than 20 universities. She has received university and national funding for research projects including funding for Deploying Comparison Activities to Support Student Learning and funding for a study into Academic Adoption of Technology Enhanced Assessment. She is the current Chair (2024)of the Management Education and Development (MED) Division of the Academy of Management (AOM) with an attendance of 11,000 annually. She was chair-elect in 2023, programme chair in 2022, and PDW (professional development workshop) chair in 2020, She organized the award winning MED PDW (with Martin Fellenz) on Teaching with Technology: In the Shadow of AI. She co-authored a recent paper titled: Mapping the potential impacts of artificial intelligence and machine learning on the business education system with David Lefevre (Imperial College London) and Fellenz, Martin (2023) winning the best paper award at the Services Science Forum in Naples. She co-chaired the Irish Game-Based Learning Conference (2016) and chair of the Irish Academy of Management Conference in 2004.
She has over 110 publications featuring in Journal of Marketing Management, Psychology & Marketing, Journal of Business and Industrial Marketing, British Journal of Educational Technology, International Journal of Technology Marketing, Irish Marketing Review, Irish Journal of Management and Management Decision. She was guest editor of the Journal of Services Industries, Creativity and Innovation Management Journal, Irish Journal of Management, and the Journal of Business and Industrial Marketing. Two papers won the best paper in track award at the Academy of Marketing (UK and Ireland) in 2002. Again in 2012 (co-authored with her Ph.D. students Farhoodeh Zamani). Her many conference publications include European Academy of Management (EURAM), American, British and Irish Academy of Management, the European Academy of Marketing (EMAC), Australian and New Zealand Marketing Academy (ANZMAC), and many others.
She has over ten years in a variety of roles within a major multinational based in Ireland. She also has over twenty years of consulting and executive education experience with senior management in both national and multinational blue-chip companies, start-ups, and government agencies.
Mairead Brady, Ann Devitt, Markus Lamest, S. Gomez Pearson, Winner and Losers in Gamification? The Role of Gamification in Third Level Learning and Higher Order Processing, 2015 Working Paper, 2015
Markus Lamest, Mairead Brady, Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda, 2012 Working Paper, 2012
Lynne M. Andrews, Jonathan Cloonan, Clare Keaveny, Eamon Fitzgerald, Corinne Armstrong, Mairead Brady, RFID - Buzz or Bust? Will Radio Frequency Identification Technology Follow in the Footsteps of its Ill-Fated Predecessor CRM?, 2007 Working Paper, 2007
Mairead Brady, Martin R. Fellenz, Corinne Armstrong, The Implementation of Radio Frequency Identification (RFID)? An Exploratory Study into the Preparedness of Retailers, SSRN Electronic Journal, 2006 Journal Article, 2006
Data Challenges; Databases, database management, data mining; Digital Technologies; Educational Innovations at third level ; Marketing; Marketing & Information& Communication Technology (ICT); Social media and social networking; Strategic management, strategy and marketing; Technology usage in data analysis and interpretation
Reviewer for the Journal of Research in Interactive Marketing, the Academy of Management Perspectives, Journal of Marketing Management, the Journal of Qualitative Marketing Research etc. 2022
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