Download e-book for kindle: A Framework for Marketing Management by Philip T. Kotler, Kevin Lane Keller

By Philip T. Kotler, Kevin Lane Keller

ISBN-10: 1292093145

ISBN-13: 9781292093147

For graduate and undergraduate classes in advertising and marketing administration.


A Succinct consultant to twenty first Century advertising administration

Framework for advertising administration is a concise, streamlined model of Kotler and Keller’s 15th version of Marketing Management , a entire examine business plan. The book’s effective insurance of present advertising and marketing administration practices makes for a quick but thorough textual content that offers the right complement for integrated simulations, initiatives, and instances.

The Sixth Edition techniques the subject of promoting from a present point of view, focusing its details and procedure at the realities of twenty first century advertising. participants, teams, and firms alike can modernize their advertising and marketing suggestions to conform with twenty first century criteria through accomplishing this succinct but accomplished text.

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Extra resources for A Framework for Marketing Management

Example text

The key is to own and nurture the resources and competencies that make up the essence of the business. A core competency has three characteristics: (1) it is a source of competitive advantage and makes a significant contribution to perceived customer benefits; (2) it has applications in a wide variety of markets; and (3) it is difficult for competitors to imitate. Competitive advantage also accompanies distinctive capabilities or excellence in broader business processes. 8 He suggests systematically developing peripheral vision by asking three questions related to learning from the past, evaluating the present, and envisioning the future.

Organizations can conduct business under the production concept, the product concept, the selling concept, the marketing concept, or the holistic marketing concept. The holistic marketing concept (including relationship marketing, integrated marketing, internal marketing, and performance marketing) is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Successful marketing management includes developing and implementing marketing strategies and plans, capturing marketing insights, connecting with customers, building strong brands, creating, delivering, and communicating value, and managing the marketing organization within the global economy.

4 The New Marketing Realities The New Marketing Realities Three Major Market Forces Two Key Market Outcomes Four Fundamental Pillars of Holistic Marketing Relationship Marketing Technology New Consumer Capabilities Integrated Marketing Globalization Internal Marketing Social Responsibility New Company Capabilities Performance Marketing Chapter 1 Scope of Marketing for New Realities • • • • Next, it needs to craft a brand positioning and plan to compete effectively, as shown in Chapter 7. Also, it should understand how customers perceive its brands and plan for growth, topics covered in Chapter 8.

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A Framework for Marketing Management by Philip T. Kotler, Kevin Lane Keller

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