New PDF release: A Framework for Marketing Management

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 advisor 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 finished examine business plan. The book’s effective insurance of present advertising administration practices makes for a brief but thorough textual content that gives the precise complement for included simulations, initiatives, and instances.

The Sixth Edition ways the subject of selling from a present perspective, focusing its details and process at the realities of twenty first century advertising. members, teams, and corporations alike can modernize their advertising options to conform with twenty first century criteria via conducting this succinct but finished text.

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Sample text

Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever face. Successful companies continuously ask and answer them. A clear, thoughtful mission statement, developed collaboratively with and shared with managers, employees, and often customers, provides a shared sense of purpose, direction, and opportunity. Good mission statements focus on a limited number of goals, stress the firm’s major policies and values, and define the major competitive spheres within which the firm will operate.

See Chapter 18 for more detail. Executive Summary Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketers can market goods, services, events, experiences, persons, places, properties, organizations, information, and ideas in four different marketplaces: consumer, business, global, and nonprofit.

Making a buying process more convenient or efficient. Mobil introduced Speed Pass, one of the first widely deployed RFID (radio-frequency identification) payment systems, to allow consumers to quickly and easily pay for gas at the pump. • Meeting the need for information and advice. Angie’s List connects individuals with ­local home improvement and other services that have been reviewed by others. • Customizing an offering. Timberland allows customers to choose colors for different parts of their boots, add initials or numbers, and select different stitching and embroidery.

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

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