[Ebook PDF] Framework for Marketing Management, 6th Edition

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Framework for Marketing Management, 6th Edition

ISBN-13: 978-0133871319
ISBN-10: 0133871319

Author: Philip Kotler (Author), Kevin Keller (Author)

Key Benefit:

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.

Key Topics: Defining Marketing for the New Realities; Developing and Implementing Marketing Strategies and Plans; Capturing Marketing Insights and Forecasting Demand; Creating Long-term Loyalty Relationships; Analyzing Consumer and Business Markets; Identifying Market Segments and Targets; Crafting the Brand Positioning; Creating Brand Equity and Driving Growth; Setting Product Strategy and Introducing New Offerings; Designing and Managing Services; Developing Pricing Strategies and Programs; Designing and Managing Integrated Marketing Channels; Managing Retailing, Wholesaling, and Logistics; Designing and Managing Integrated Marketing Communications; Managing Digital Communications; Managing Mass Communications; Managing Personal Communications; Conducting Marketing Responsibly in the Global Economy

Market:

This book is a primer for those looking for a succinct marketing management title.

Brief Contents
Preface xix
Part 1 Understanding Marketing Management 1
1 Defining Marketing for the New Realities 1
2 Developing and Implementing Marketing Strategies and Plans 18
3 Capturing Marketing Insights and Forecasting Demand 34
Part 2 Connecting with Customers 54
4 Creating Long-Term Loyalty Relationships 54
5 Analyzing Consumer and Business Markets 68
Part 3 Building Strong Brands 92
6 Identifying Market Segments and Targets 92
7 Crafting the Brand Positioning and Competing Effectively 106
8 Creating Brand Equity and Driving Growth 121
Part 4 Creating Value 138
9 Setting Product Strategy and Introducing New Offerings 138
10 Designing and Managing Services 159
11 Developing Pricing Strategies and Programs 173
Part 5 Delivering Value 191
12 Designing and Managing Integrated Marketing Channels 191
13 Managing Retailing, Wholesaling, and Logistics 208
Part 6 Communicating Value 221
14 Designing and Managing Integrated Marketing Communications 221
15 Managing Mass Communications: Advertising, Sales Promotions, Events
and Experiences, and Public Relations 235
16 Managing Digital Communications: Online, Social Media, and Mobile 250
17 Managing Personal Communications: Direct and Database Marketing and
Personal Selling 261
Part 7 Managing the Marketing Organization for Long-Term
Success 275
18 Managing Marketing Responsibly in the Global Economy 275
Glossary 290
Brand, Company, and Name Index 300
Subject Index 309