A Framework for Marketing Management, Global Edition

A Framework for Marketing Management, Global Edition

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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.show more

Product details

  • Paperback | 352 pages
  • 193 x 233 x 17mm | 568g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • 6th edition
  • 1292093145
  • 9781292093147
  • 106,814

Table of contents

I: Understanding Marketing Management1.Defining Marketing for the New Realities 2.Developing and Implementing Marketing Strategies and Plans 3.Capturing Marketing Insights and Forecasting Demand II: Connecting with Customers4.Creating Long-term Loyalty Relationships 5. Analyzing Consumer and Business Markets III: Building Strong Brands6.Identifying Market Segments and Targets 7.Crafting the Brand Positioning 8.Creating Brand Equity and Driving Growth IV: Shaping the Market Offerings9. Setting Product Strategy and Introducing New Offerings 10. Designing and Managing Services11. Developing Pricing Strategies and Programs V: Delivering Value12. Designing and Managing Integrated Marketing Channels 13. Managing Retailing, Wholesaling, and Logistics VI: Communicating Value14. 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 Success18. Conducting Marketing Responsibly in the Global Economyshow more