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.
Inhaltsverzeichnis
- 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
