Framework for Marketing Management 6th Edition Kotler Solutions Manual

Product details:

• ISBN-10 ‏ : ‎ 9780133871319
• ISBN-13 ‏ : ‎ 978-0133871319
• Authors: Philip Kotler, Philip T Kotler, Kevin Lane Keller, Kevin Keller

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 contents:

Part 1 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

Part 2 Connecting with Customers

4 Creating Long-Term Loyalty Relationships

Notes

5 Analyzing Consumer and Business Markets

Part 3 Building Strong Brands

6 Identifying Market Segments and Targets

7 Crafting the Brand Positioning and Competing Effectively

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

10 Designing and Managing Services

11 Developing Pricing Strategies and Programs

Part 5 Delivering Value

12 Designing and Managing Integrated Marketing Channels

13 Managing Retailing, Wholesaling, and Logistics

Part 6 Communicating Value

14 Designing and Managing Integrated Marketing Communications

15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public R

16 Managing Digital Communications: Online, Social Media, and Mobile

17 Managing Personal Communications: Direct and Database Marketing and Personal Selling

Part 7 Managing the Marketing Organization for Long-Term Success

18 Managing Marketing Responsibly in the Global Economy

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