A framework for marketing management

✍ Scribed by Keller, Kevin Lane; Kotler, Philip

• Publisher: Pearson
• Year: 2015;2016
• Tongue: English
• Leaves: 345
• Edition: Sixth edition
• Category: Library

✦ Synopsis

Key Benefit:For graduate and undergraduate courses in marketing management.A Succinct Guide to 21st Century Marketing ManagementFramework for Marketing Managementis a concise, streamlined version of Kotler and Keller's fifteenth edition ofMarketing 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. TheSixth Editionapproaches 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.Key Topics:Defining Marketing for the New Realities; Developing and Implementing Marketing Strategies and Plans; Capturing Marketing Insights and Forecasting Demand; Creating Long-term Loyalty Relationships; Analyzing Consumer and Business Markets; Identifying Market Segments and Targets; Crafting the Brand Positioning; Creating Brand Equity and Driving Growth; Setting Product Strategy and Introducing New Offerings; Designing and Managing Services; Developing Pricing Strategies and Programs; Designing and Managing Integrated Marketing Channels; Managing Retailing, Wholesaling, and Logistics; Designing and Managing Integrated Marketing Communications; Managing Digital Communications; Managing Mass Communications; Managing Personal Communications; Conducting Marketing Responsibly in the Global EconomyMarketThis book is a primer for those looking for a succinct marketing management title.

✦ Table of Contents

Cover......Page 1
Title Page......Page 4
Copyright Page......Page 5
Acknowledgments......Page 21
Contents......Page 8
Preface......Page 20
Marketing Management at Unilever......Page 26
The Scope of Marketing......Page 27
Core Marketing Concepts......Page 30
The New Marketing Realities......Page 32
Company Orientation Toward the Marketplace......Page 35
Updating The Four Ps......Page 37
Marketing Management Tasks......Page 39
Executive Summary......Page 40
Notes......Page 41
Marketing Management at Hewlett-Packard......Page 43
Marketing and Customer Value......Page 44
Corporate and Division Strategic Planning......Page 46
Business Unit Strategic Planning......Page 48
The Marketing Plan......Page 51
Marketing Implementation, Control, and Performance......Page 53
Executive Summary......Page 56
Notes......Page 57
Marketing Management at Campbell Soup Company......Page 59
The Marketing Information System and Marketing Intelligence......Page 60
The Marketing Research System......Page 61
Forecasting and Demand Measurement......Page 67
Analyzing the Macroenvironment......Page 70
Executive Summary......Page 76
Notes......Page 77
Marketing Management at Pandora......Page 79
Building Customer Value, Satisfaction, and Loyalty......Page 80
Maximizing Customer Lifetime Value......Page 84
Cultivating Customer Relationships......Page 85
Executive Summary......Page 89
Notes......Page 90
Marketing Management at Cisco......Page 93
What Influences Consumer Behavior?......Page 94
Key Psychological Processes......Page 97
The Consumer Buying Decision Process......Page 100
What is Organizational Buying?......Page 105
Participants in the Business Buying Process......Page 107
Stages in the Business Buying Process......Page 109
Managing Business-to-Business Customer Relationships......Page 111
Executive Summary......Page 112
Notes......Page 113
Marketing Management at LinkedIn......Page 117
Bases for Segmenting Consumer Markets......Page 118
Bases for Segmenting Business Markets......Page 124
Market Targeting......Page 125
Notes......Page 129
Marketing Management at Burberry......Page 131
Developing and Establishing a Brand Positioning......Page 132
Competitive Strategies for Market Leaders......Page 137
Other Competitive Strategies......Page 141
Executive Summary......Page 143
Notes......Page 144
Marketing Management at Gatorade......Page 146
How Does Branding Work?......Page 147
Defining Brand Equity......Page 148
Building Brand Equity......Page 150
Measuring and Managing Brand Equity......Page 153
Devising a Branding Strategy......Page 154
Driving Growth......Page 157
Notes......Page 159
Marketing Management at Lexus......Page 163
Product Characteristics and Classifications......Page 164
Differentiation......Page 165
Product and Brand Relationships......Page 167
Packaging, Labeling, Warranties, and Guarantees......Page 170
Managing New Products......Page 171
The Consumer-Adoption Process......Page 176
Product Life-Cycle Marketing Strategies......Page 177
Executive Summary......Page 180
Notes......Page 181
Marketing Management at Emirates Airline......Page 184
The Nature of Services......Page 185
The New Services Realities......Page 187
Managing Service Quality......Page 191
Managing Product-Support Services......Page 194
Notes......Page 195
Marketing Management at Ryanair......Page 198
Understanding Pricing......Page 199
Setting the Price......Page 201
Adapting the Price......Page 209
Initiating and Responding to Price Changes......Page 212
Notes......Page 213
Marketing Management at IKEA......Page 216
Marketing Channels and Value Networks......Page 217
The Role of Marketing Channels......Page 219
Channel-Design Decisions......Page 221
Channel-Management Decisions......Page 224
Channel Integration and Systems......Page 225
E-Commerce and M-Commerce Marketing Practices......Page 227
Channel Conflict, Cooperation, and Competition......Page 228
Notes......Page 230
Marketing Management at Warby Parker......Page 233
Retailing......Page 234
Private Labels......Page 238
Wholesaling......Page 239
Market Logistics......Page 241
Executive Summary......Page 244
Notes......Page 245
Marketing Management at Volkswagen......Page 246
The Role of Marketing Communications......Page 247
Developing Effective Communications......Page 249
Selecting the Marketing Communications Mix......Page 254
Managing the Integrated Marketing Communications Process......Page 257
Notes......Page 258
Marketing Management at Procter & Gamble......Page 260
Developing and Managing an Advertising Program......Page 261
Sales Promotion......Page 266
Events and Experiences......Page 269
Public Relations......Page 271
Executive Summary......Page 272
Notes......Page 273
Marketing Management at PepsiCo......Page 275
Online Marketing......Page 276
Social Media......Page 278
Word of Mouth......Page 279
Mobile Marketing......Page 281
Executive Summary......Page 282
Notes......Page 283
Marketing Management at StarHub......Page 286
Direct Marketing......Page 287
Personal Selling and the Sales Force......Page 290
Managing the Sales Force......Page 294
Executive Summary......Page 297
Notes......Page 298
Marketing Management at Patagonia......Page 300
Competing On a Global Basis......Page 301
Internal Marketing......Page 307
Socially Responsible Marketing......Page 308
Executive Summary......Page 311
Notes......Page 312
B......Page 315
C......Page 316
E......Page 317
I......Page 318
M......Page 319
P......Page 320
S......Page 322
V......Page 323
Z......Page 324
B......Page 325
D......Page 326
G......Page 327
K......Page 328
M......Page 329
P......Page 330
S......Page 331
V......Page 332
Z......Page 333
B......Page 334
C......Page 335
F......Page 337
K......Page 338
M......Page 339
P......Page 341
S......Page 343
T......Page 344
Z......Page 345

✦ Subjects

Business;Nonfiction;Academic;School;Reference;Textbooks;Management