Framework for Marketing Management (2-downloads)

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound 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. 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 A B C D E F G H I J L M O P Q R S T U V W Z Brand, Company, and Name Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z Pt. 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 -- -- Pt. Ii: Connecting With Customers -- 4.creating Long-term Loyalty Relationships -- 5. Analyzing Consumer And Business Markets -- -- Pt. Iii: Building Strong Brands -- 6. Identifying Market Segments And Targets -- 7. Crafting The Brand Positioning And Competing Effectively -- 8.creating Brand Equity And Driving Growth -- -- Pt. Iv: Creating Value -- 9. Setting Product Strategy And Introducing New Offerings -- 10. Designing And Managing Services -- 11. Developing Pricing Strategies And Programs -- -- Pt. V: Delivering Value -- 12. Designing And Managing Integrated Marketing Channels -- 13. Managing Retailing, Wholesaling, And Logistics -- -- Pt. Vi: Communicating Value -- 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 -- -- Pt. Vii: Managing The Marketing Organization For Long-term Success -- 18. Managing Marketing Responsibly In The Global Economy Philip Kotler, Northweatern University ; Kevin Lane Keller, Dartmouth College. Includes Indexes. Resource added for the Marketing program 101043, Digital Marketing 311045, and Design and Graphic Technology program 101117.{u200B}