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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 15th 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 6th 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. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

A Framework for Marketing Management, Global Edition

• Title Page


• Copyright Page


• Acknowledgments


• Contents


• Preface


• Part 1 Introduction to Marketing Management


• 1 Scope of Marketing for 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 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 Marketing Research and Analysis


• 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 Building Long-Term Customer Relationships


• Marketing Management at Pandora


• Building Customer Value, Satisfaction, and Loyalty


• Maximizing Customer Lifetime Value


• Cultivating Customer Relationships


• Executive Summary


• Notes


• 5 Buying Dynamics of Consumers and Businesses


• Marketing Management at Cisco


• What Influences Consumer Behavior?


• Key Psychological Processes


• The Consumer Buying Decision Process


• What is Organizational Buying?


• Par