Framework for Marketing Management, A, Global Edition, 6th edition

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.

Framework for Marketing Management uses the following features to facilitate learning: A concise yet exhaustive text provides flexibility in the classroom

• A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.

• NEW! A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects:
  • Globalization
  • Technology
  • Social Responsibility (both individual and societal)
• NEW! Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
• NEW! Major 21st century developments are covered extensively throughout the text, including:
  • Omnichannel marketing
  • Mobile apps
  • Geofencing and mobile commerce
  • Privacy concerns
  • Shopper marketing
  • Sharing economy

• REVISED! Chapter 5: Analyzing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies, and institutions.
• REVISED! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.
• UPDATED! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics, and control to emphasize the importance of advance planning for measuring and managing marketing performance.

• NEW! Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include:
  • Linkedin
  • PepsiCo
  • USA A
  • Gatorade
  • Pandora
  • Cisco
  • Patagonia
• NEW! Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including:
  • Marketing 3.0
  • Marketing double jeopardy
  • Showrooming
  • Playing tricks to build a brand
• Marketing Skills boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business.

UPDATED! A 21st Century view of marketing brings modern strategy and information to the text

• A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects:
  • Globalization
  • Technology
  • Social Responsibility (both individual and societal)
• Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
• Major 21st century developments are covered extensively throughout the text, including:
  • Omnichannel marketing
  • Mobile apps
  • Geofencing and mobile commerce
  • Privacy concerns
  • Shopper marketing
  • Sharing economy

• REVISED! Chapter 5: Analyzing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies, and institutions.
• REVISED! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.
• UPDATED! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics, and control to emphasize the importance of advance planning for measuring and managing marketing performance.

• Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include:
  • Linkedin
  • PepsiCo
  • USA A
  • Gatorade
  • Pandora
  • Cisco
  • Patagonia
• Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including:
  • Marketing 3.0
  • Marketing double jeopardy
  • Showrooming
  • Playing tricks to build a brand