Marketing for Managers (Custom Edition), 1st edition

Published by Pearson Learning Solutions (26 June 2020) © 2020

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College

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ISBN-13: 9780655703310
Marketing for Managers (Custom Edition)
Published 2020

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Title overview

This custom edition is published for the University of Adelaide.

It contains selected chapters from:
  • Marketing Management, 15th edition
  • A Framework for Marketing Management, 6th edition

Table of contents

  • Chapters from Marketing Management 15th edition
    • Chapter 1: Defining Marketing for the New Realities
    • Chapter 2: Developing Marketing Strategies and Plans
    • Chapter 5: Creating Long-term Loyalty Relationships
    • Chapter 18: Managing Retailing, Wholesaling, and Logistics

  • Chapters from A Framework for Marketing Management 6th edition
    • Chapter 3: Capturing Marketing Insights and Forecasting Demand
    • Chapter 5: Analyzing Consumer and Business Markets
    • Chapter 6: Identifying Market Segments and Targets
    • Chapter 7: Crafting the Brand Positioning
    • Chapter 8: Creating Brand Equity and Driving Growth
    • Chapter 9: Setting Product Strategy and Introducing New Offerings
    • Chapter 11: Developing Pricing Strategies and Programs
    • Chapter 12: Designing and Managing Integrated Marketing Channels

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