A Framework for Marketing Management 6/e

Description

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller? fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book? 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.
Framework for Marketing Management uses the following features to facilitate learning:
A concise yet exhaustive text provides flexibility in the classroom

A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations and projects. Updated! A 21st Century view of marketing brings modern strategy and information to the text.

New! A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects:
Globalization
Technology
Social Responsibility (both individual and societal)
New! Chapter 16: Managing Digital Communications: Online, Social Media and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
New! Major 21st century developments are covered extensively throughout the text, including:
Omnichannel marketing
Mobile apps
Geofencing and mobile commerce
Privacy concerns
Shopper marketing
Sharing economy
Updated! Reorganized chapter content creates a more fluid flow information

Revised! Chapter 5: Analyzing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies and institutions.
Revised! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.
Updated! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics and control to emphasize the importance of advance planning for measuring and managing marketing performance.
Updated! Pedagogical features connect key concepts to real world marketing strategies.

New! Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include: LinkedIn
PepsiCo
USA A
Gatorade
Pandora
Cisco
Patagonia

New! Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including:
Marketing 3. 0
Marketing double jeopardy
Showrooming
Playing tricks to build a brand
Marketing Skills boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business.

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