Framework for Marketing Management

✍ Scribed by Philip Kotler, Kevin Keller

• Publisher: Pearson
• Year: 2015
• Tongue: English
• Leaves: 345
• Edition: 6
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Cover
Title Page
Copyright Page
Contents
Preface
Part 1 Understanding Marketing Management
1 Defining Marketing for the New Realities
Marketing Management at Unilever
The Value of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation Toward the Marketplace
Updating The Four Ps
Marketing Management Tasks
Executive Summary
Notes
2 Developing and Implementing Marketing Strategies and Plans
Marketing Management at Hewlett-Packard
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
The Marketing Plan
Marketing Implementation, Control, and Performance
Executive Summary
Notes
3 Capturing Marketing Insights and Forecasting Demand
Marketing Management at Campbell Soup Company
The Marketing Information System and Marketing Intelligence
The Marketing Research System
Forecasting and Demand Measurement
Analyzing the Macroenvironment
Executive Summary
Notes
Part 2 Connecting with Customers
4 Creating Long-Term Loyalty Relationships
Marketing Management at Pandora
Building Customer Value, Satisfaction, and Loyalty
Maximizing Customer Lifetime Value
Cultivating Customer Relationships
Executive Summary
Notes
5 Analyzing Consumer and Business Markets
Marketing Management at Cisco
What Influences Consumer Behavior?
Key Psychological Processes
The Consumer Buying Decision Process
What is Organizational Buying?
Participants in the Business Buying Process
Stages in the Business Buying Process
Managing Business-to-Business Customer Relationships
Executive Summary
Notes
Part 3 Building Strong Brands
6 Identifying Market Segments and Targets
Marketing Management at LinkedIn
Bases for Segmenting Consumer Markets
Bases for Segmenting Business Markets
Market Targeting
Executive Summary
Notes
7 Crafting the Brand Positioning and Competing Effectively
Marketing Management at DirecTV
Developing and Establishing a Brand Positioning
Competitive Strategies for Market Leaders
Other Competitive Strategies
Executive Summary
Notes
8 Creating Brand Equity and Driving Growth
Marketing Management at Gatorade
How Does Branding Work?
Defining Brand Equity
Building Brand Equity
Measuring and Managing Brand Equity
Devising a Branding Strategy
Customer Equity
Driving Growth
Executive Summary
Notes
Part 4 Creating Value
9 Setting Product Strategy and Introducing New Offerings
Marketing Management at Lexus
Product Characteristics and Classifications
Differentiation
Product and Brand Relationships
Packaging, Labeling, Warranties, and Guarantees
Managing New Products
The Consumer-Adoption Process
Product Life-Cycle Marketing Strategies
Executive Summary
Notes
10 Designing and Managing Services
Marketing Management at USAA
The Nature of Services
The New Services Realities
Managing Service Quality
Managing Product-Support Services
Executive Summary
Notes
11 Developing Pricing Strategies and Programs
Marketing Management at Ryanair
Understanding Pricing
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes
Executive Summary
Notes
Part 5 Delivering Value
12 Designing and Managing Integrated Marketing Channels
Marketing Management at L.L.Bean
Marketing Channels and Value Networks
The Role of Marketing Channels
Channel-Design Decisions
Channel-Management Decisions
Channel Integration and Systems
E-Commerce and M-Commerce Marketing Practices
Channel Conflict, Cooperation, and Competition
Executive Summary
Notes
13 Managing Retailing, Wholesaling, and Logistics
Marketing Management at Warby Parker
Retailing
Private Labels
Wholesaling
Market Logistics
Executive Summary
Notes
Part 6 Communicating Value
14 Designing and Managing Integrated Marketing Communications
Marketing Management at Mondelez International
The Role of Marketing Communications
Developing Effective Communications
Selecting the Marketing Communications Mix
Managing the Integrated Marketing Communications Process
Executive Summary
Notes
15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Marketing Management at Procter & Gamble
Developing and Managing an Advertising Program
Sales Promotion
Events and Experiences
Public Relations
Executive Summary
Notes
16 Managing Digital Communications: Online, Social Media, and Mobile
Marketing Management at PepsiCo
Online Marketing
Social Media
Word of Mouth
Mobile Marketing
Executive Summary
Notes
17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
Marketing Management at “Obama for President”
Direct Marketing
Personal Selling and the Sales Force
Managing the Sales Force
Executive Summary
Notes
Part 7 Managing the Marketing Organization for Long-Term Success
18 Managing Marketing Responsibly in the Global Economy
Marketing Management at Patagonia
Competing On a Global Basis
Internal Marketing
Socially Responsible Marketing
Executive Summary
Notes
Glossary
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Brand, Company, and Name Index
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Subject Index
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