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

By Philip T. Kotler, Kevin Lane Keller

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 complete examine business plan. The book’s effective assurance of present advertising administration practices makes for a quick but thorough textual content that offers the ideal complement for included simulations, tasks, and situations.

The Sixth Edition methods the subject of promoting from a present viewpoint, focusing its details and procedure at the realities of twenty first century advertising and marketing. contributors, teams, and corporations alike can modernize their advertising innovations to conform with twenty first century criteria by way of undertaking this succinct but entire text.

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These may open opportunities to introduce new hybrid products or services, the way cell phone manufacturers have released phones with Global Positioning Systems (GPS) and other features. • 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.

Managing the marketing organization for long term success. The marketing strategy should take into account changing global opportunities and challenges as well as social responsibility and ethics. Management must also establish an appropriate marketing ­organization. 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.

Store-based retailers face competition from catalog houses; direct-mail firms; newspaper, magazine, and TV direct-to-customer ads; home shopping TV; and e-commerce. 0 P hilip Kotler, Hermawan Kartajaya, and Iwan Setiawan believe today’s customers want marketers to treat them as whole human beings and acknowledge that their needs extend beyond pure consumerism. Successful marketing is thus distinguished by its human or emotional element. 0,” has moved us beyond the product-centric and consumer-centric models of the past, these authors say.

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