Framework For Marketing Management

Paperback | January 16, 2015

byPhilip T. Kotler, Kevin Lane Keller

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For graduate and undergraduate courses in marketing management.

 

A Succinct Guide to 21st Century Marketing Management

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management , a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.


The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

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For graduate and undergraduate courses in marketing management.   A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management , a comprehensive look at marketing strategy. The book’s efficient cov...

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 w...

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Format:PaperbackDimensions:352 pages, 9 × 7.4 × 0.7 inPublished:January 16, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133871312

ISBN - 13:9780133871319

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Table of Contents

I: Understanding Marketing Management

1.Defining Marketing for the New Realities

2.Developing and Implementing Marketing Strategies and Plans

3.Capturing Marketing Insights and Forecasting Demand

 

II: Connecting with Customers

4.Creating Long-term Loyalty Relationships

5. Analyzing Consumer and Business Markets

 

III: Building Strong Brands

6.Identifying Market Segments and Targets

7.Crafting the Brand Positioning

8.Creating Brand Equity and Driving Growth

 

IV: Shaping the Market Offerings

9. Setting Product Strategy and Introducing New Offerings

10. Designing and Managing Services

11. Developing Pricing Strategies and Programs

 

V: Delivering Value

12. Designing and Managing Integrated Marketing Channels

13. Managing Retailing, Wholesaling, and Logistics

 

VI: Communicating Value

14. Designing and Managing Integrated Marketing Communications

15. Managing Digital Communications

16. Managing Mass Communications

17. Managing Personal Communications

 

VII: Managing the Marketing Organization for Long-Term Success

18. Conducting Marketing Responsibly in the Global Economy