Framework for Marketing Management, 6th edition

  • Philip Kotler, 
  • Kevin Lane Keller

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Overview

Framework for Marketing Management provides you with a concise, yet comprehensive look at marketing strategy. Each chapter opens with a true vignette introducing key marketing management concepts at work at a recognizable, modern-day company. The book's efficient coverage of current marketing management practices makes for a short, thorough text that will serve you well as a resource for work on incorporated simulations, projects, and cases.

The 6th Edition focuses its information and strategy on the realities of 21st century marketing, emphasizing globalization, technology, and social responsibility. With this succinct text, you'll learn to modernize your marketing strategies to comply with today's standards.

Published by Pearson (July 14th 2021) - Copyright © 2016

ISBN-13: 9780137554881

Subject: Marketing

Category: Marketing Management & Strategy

Table of contents

Brief 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

  1. Creating Long-term Loyalty Relationships
  2. Analyzing Consumer and Business Markets

III: Building Strong Brands

  1. Identifying Market Segments and Targets
  2. Crafting the Brand Positioning
  3. Creating Brand Equity and Driving Growth

IV: Shaping the Market Offerings

  1. Setting Product Strategy and Introducing New Offerings
  2. Designing and Managing Services
  3. Developing Pricing Strategies and Programs

V: Delivering Value

  1. Designing and Managing Integrated Marketing Channels
  2. Managing Retailing, Wholesaling, and Logistics

VI: Communicating Value

  1. Designing and Managing Integrated Marketing Communications
  2. Managing Digital Communications
  3. Managing Mass Communications
  4. Managing Personal Communications

VII: Managing the Marketing Organization for Long-Term Success

  1. Conducting Marketing Responsibly in the Global Economy

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