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Framework for Marketing Management, 6th Edition

By Philip T. Kotler, Kevin Lane Keller

Published by Pearson

Published Date: Jan 16, 2015

Description

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.

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

This title is also sold in the various packages listed below. Before purchasing one of these packages, speak with your professor about which one will help you be successful in your course.

Package ISBN-13: 9780134538006

Includes this title packaged with:

  • Interpretive Simulations Access Code Card Group A
    INTERPRETIVE

$201.20 $191.14 | Add to Cart

Package ISBN-13: 9780134289076

Includes this title packaged with:

  • MyLab Marketing with Pearson eText -- Access Card -- for Marketing Management, 15th Edition
    Philip T. Kotler, Kevin Lane Keller

$208.00 $197.60 | Add to Cart

Package ISBN-13: 9780134205298

Includes this title packaged with:

  • Interpretive Simulations Access Code Card Group B
    INTERPRETIVE

$233.93 $222.23 | Add to Cart

Package ISBN-13: 9780134603490

Includes this title packaged with:

  • Future of Marketing, The: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer
    Nicholas Johnson

$206.33 $196.01 | Add to Cart

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Framework for Marketing Management, 6th Edition

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$194.00 $184.30 | ISBN-13: 978-0-13-387131-9

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