A Framework for Marketing Management, Global Edition eBook (6e) : 9781292093154

A Framework for Marketing Management, Global Edition eBook (6e)

 
Edition
 
6
ISBN
 
9781292093154
ISBN 10
 
1292093153
Published
 
07/07/2015
Published by
 
Pearson Higher Ed USA
Pages
 
Format
 
 
Title type
eBook
$60.00
NZ/Pacific customers only
 
 
This eText can only be purchased by people residing in New Zealand, Fiji, Samoa, Tonga or Cook Islands with a credit card from the same country. Click here to find the Pearson website for your region.
 
Description

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About the book: 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. 

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Table of contents
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
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