Framework for Marketing Management, Global Edition

Framework for Marketing Management, Global Edition
PDF
  • eBook:
    Framework for Marketing Management, Global Edition
  • Author:
    Philip Kotler
  • Edition:
    6 edition
  • Categories:
  • Data:
    January 1, 2015
  • ISBN:
    1292093145
  • ISBN-13:
    9781292093147
  • Language:
    English
  • Pages:
    345 Pages
  • Format:
    PDF

Book Description
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.

Content

Part 1 - Introduction to Marketing Management
1. Scope of Marketing for New Realities
2. Marketing Strategies and Plans
3. Marketing Research and Analysis

Part 2 - Connecting with Customers
4. Building Long-Term Customer Relationships
5. Buying Dynamics of Consumers and Businesses

Part 3 - Strategic Brand Management
6. Target Marketing
7. Competitive and Effective Brand Positioning
8. Branding and Core Business Growth

Part 4 - Value Creation
9. Product Mix and New Offerings
10. Analyzing and Marketing Services
11. Concepts and Tools for Strategic Pricing

Part 5 - Value Delivery
12. Developing and Managing Strategic and Integrated Marketing Channels
13. Managing Retailing, Wholesaling, and Logistics

Part 6 - Value Communication
14. Designing and Managing Integrated Marketing Communications
15. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
16. Managing Digital Communications: Online, Social Media, and Mobile
17. Managing Personal Communications: Direct and Database Marketing and Personal Selling

Part 7 - Managing the Marketing Organization for Long-Term Success
18. Responsible Marketing in a Global Environment

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