Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
What is included with this book?
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.
Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
Chapter 2 Developing and Implementing Marketing Strategies and Plans
Chapter 3 Capturing Marketing Insights and Forecasting Demand
Part 2 Connecting with Customers
Chapter 4 Creating Long-term Loyalty Relationships
Chapter 5 Analyzing Consumer and Business Markets
Part 3 Building Strong Brands
Chapter 6 Identifying Market Segments and Targets
Chapter 7 Crafting the Brand Positioning
Chapter 8 Creating Brand Equity and Driving Growth
Part 4 Shaping the Market Offerings
Chapter 9 Setting Product Strategy and Introducing New Offerings
Chapter 10 Designing and Managing Services
Chapter 11 Developing Pricing Strategies and Programs
Part 5 Delivering Value
Chapter 12 Designing and Managing Integrated Marketing Channels
Chapter 13 Managing Retailing, Wholesaling, and Logistics
Part 6 Communicating Value
Chapter 14 Designing and Managing Integrated Marketing Communications
Chapter 15 Managing Digital Communications
Chapter 16 Managing Mass Communications
Chapter 17 Managing Personal Communications
Part 7 Managing the Marketing Organization for Long-Term Success
Chapter 18 Conducting Marketing Responsibly in the Global Economy