A Succinct Guide to 21st Century Marketing ManagementFramework 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.Framework for Marketing Management uses the following features to facilitate learning:A concise yet exhaustive text provides flexibility in the classroomA 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 textNEW! A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects:GlobalizationTechnologySocial 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 marketingMobile appsGeofencing and mobile commercePrivacy concernsShopper marketingSharing economyUPDATED! Reorganized chapter content creates a more fluid flow informationREVISED! 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 strategiesNEW! 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:LinkedinPepsiCoUSA AGatoradePandoraCiscoPatagoniaNEW! Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including:Marketing 3.0Marketing double jeopardyShowroomingPlaying tricks to build a brandMarketing 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 Management1.Defining Marketing for the New Realities2.Developing and Implementing Marketing Strategies and Plans3.Capturing Marketing Insights and Forecasting Demand II: Connecting with Customers4.Creating Long-term Loyalty Relationships5. Analyzing Consumer and Business MarketsIII: Building Strong Brands6.Identifying Market Segments and Targets7.Crafting the Brand Positioning8.Creating Brand Equity and Driving GrowthIV: Shaping the Market Offerings9. Setting Product Strategy and Introducing New Offerings10. Designing and Managing Services11. Developing Pricing Strategies and ProgramsV: Delivering Value12. Designing and Managing Integrated Marketing Channels13. Managing Retailing, Wholesaling, and LogisticsVI: Communicating Value14. Designing and Managing Integrated Marketing Communications15. Managing Digital Communications16. Managing Mass Communications17. Managing Personal CommunicationsVII: Managing the Marketing Organization for Long-Term Success18. Conducting Marketing Responsibly in the Global Economy
About the author
Philip Kotler is an American marketing author, consultant, and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management, a widely used text on brand management
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