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 administration.

 

A Succinct advisor to twenty first Century advertising and marketing administration

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


The Sixth Edition techniques the subject of selling from a present point of view, focusing its details and procedure at the realities of twenty first century advertising. participants, teams, and corporations alike can modernize their advertising innovations to conform with twenty first century criteria through conducting this succinct but entire text.

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Sample text

Chapter 3 looks at marketing information and research, market demand, and the marketing environment. • Connecting with customers. Management must decide how to best create value for the firm’s chosen target markets and how to develop strong, profitable, long-term relationships with customers, as discussed in Chapters 4 and 5. • Building strong brands. The organization must divide the market into major market ­segments, evaluate each one, and target those it can best serve, as explained in Chapter 6.

Chapter 2 Marketing Strategies and Plans To evaluate opportunities, companies can use market opportunity analysis (MOA) and ask questions like: (1) Can we articulate the benefits convincingly to the defined target market(s)? (2) Can we locate the target market(s) and reach them with cost-effective media and trade channels? (3) Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits? (4) Can we deliver the benefits better than any actual or potential competitors?

We live with sustained technological ­development—low-cost Internet, cheap computers and mobile phones, open source services and systems. Expressive and collaborative social media, such as Facebook and Wikipedia, have changed the way marketers operate and interact with consumers. • Culturally relevant brands can have farreaching effects. A cultural brand might position itself as a national or local alternative to a global brand with poor environmental standards, for instance. • Creative people are increasingly the backbone of developed economies.

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


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