Description
The sixth edition of A Framework for Marketing Management is a concise paperback adapted from Philip Kotler and Kevin Lane Keller’s fifteenth edition of Marketing Management. Its streamlined approach will appeal to those who want an authoritative account of current marketing management practices and theory plus a text that is short enough to allow the incorporation of outside cases, simulations, and projects. Like previous editions, the sixth edition of A Framework for Marketing Management is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the marketplace of the twenty-first century.
What’s New In The Edition
• A new chapter (Chapter 16, Managing Digital Communications: Online, Social Media, and Mobile) highlights expanded coverage of the latest digital trends and their marketing implications.
• New combined coverage of consumer and business markets in a single chapter (Chapter 5, Analyzing Consumer and Business Markets) explores the similarities and differences in marketing to individual consumers, businesses, government agencies, and institutions.
• The positioning chapter (Chapter 7) now follows the segmentation and targeting chapter (Chapter 6) to align with the conventional STP sequencing of topics.
• The marketing strategy and planning chapter (Chapter 2) now includes all material on marketing implementation, metrics, and control, emphasizing the importance of advance planning for measuring and managing marketing performance.
• New opening vignettes for each chapter show marketing management in action at real-world companies and provide effective discussion starters for chapter concepts. Companies featured include LinkedIn, PepsiCo, Emirates Airline, Gatorade, Pandora, Cisco, and Patagonia.
• New “Marketing Insights” boxes discuss a wide range of cutting-edge topics and marketing situations, including Marketing 3.0, marketing double jeopardy, showrooming, playing tricks to build a brand, and other subjects.
• New coverage throughout the text of contemporary marketing developments and issues, including omnichannel marketing, mobile apps, geofencing and mobile commerce, privacy concerns, shopper marketing, and the sharing economy.
Brief Contents
Preface 19
Part 1 Introduction to Marketing Management 25
1 Scope of Marketing for New Realities 25
2 Marketing Strategies and Plans 42
3 Marketing Research and Analysis 58
Part 2 Connecting with Customers 78
4 Building Long-Term Customer Relationships 78
5 Buying Dynamics of Consumers and Businesses 92
Part 3 Strategic Brand Management 116
6 Target Marketing 116
7 Competitive and Effective Brand Positioning 130
8 Branding and Core Business Growth 145
Part 4 Value Creation 162
9 Product Mix and New Offerings 162
10 Analyzing and Marketing Services 183
11 Concepts and Tools for Strategic Pricing 197
Part 5 Value Delivery 215
12 Developing and Managing Strategic and Integrated Marketing Channels 215
13 Managing Retailing, Wholesaling, and Logistics 232
Part 6 Value Communication 245
14 Designing and Managing Integrated Marketing Communications 245
15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 259
16 Managing Digital Communications: Online, Social Media, and Mobile 274
17 Managing Personal Communications: Direct and Database Marketing and Personal Selling 285
Part 7 Managing the Marketing Organization for Long-Term Success 299
18 Responsible Marketing in a Global Environment 299
Glossary 314
Brand, Company, and Name Index 324
Subject Index 333
