A Framework for Marketing Management, Global Edition, 6th Edition

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

Part 1 Introduction to Marketing Management
Chapter 1 Scope of Marketing for New Realities
Chapter 2 Marketing Strategies and Plans
Chapter 3 Marketing Research and Analysis

Part 2 Connecting with Customers
Chapter 4 Building Long-Term Customer Relationships
Chapter 5 Buying Dynamics of Consumers and Businesses

Part 3 Strategic Brand Management
Chapter 6 Target Marketing
Chapter 7 Competitive and Effective Brand Positioning
Chapter 8 Branding and Core Business Growth

Part 4 Value Creation
Chapter 9 Product Mix and New Offerings
Chapter 10 Analyzing and Marketing Services
Chapter 11 Concepts and Tools for Strategic Pricing

Part 5 Value Delivery
Chapter 12 Developing and Managing Strategic and Integrated Marketing Channels
Chapter 13 Managing Retailing, Wholesaling, and Logistics

Part 6 Value Communication
Chapter 14 Designing and Managing Integrated Marketing Communications
Chapter 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 16 Managing Digital Communications: Online, Social Media, and Mobile
Chapter 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling

Part 7 Managing the Marketing Organization for Long-Term Success
Chapter 18 Responsible Marketing in a Global Environment