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Framework for Marketing Management 6th Edition Kotler Test Bank
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Framework for Marketing Management 6th Edition Kotler Test Bank
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Product Details:
- ISBN-10 ‏ : ‎ 9780133871319
- ISBN-13 ‏ : ‎ 978-0133871319
- Author: Kotler
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 of Content:
- Part 1 Understanding Marketing Management
- 1 Defining Marketing for the 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 Developing and Implementing 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 Capturing Marketing Insights and Forecasting Demand
- 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 Creating Long-Term Loyalty Relationships
- Marketing Management at Pandora
- Building Customer Value, Satisfaction, and Loyalty
- Maximizing Customer Lifetime Value
- Cultivating Customer Relationships
- Executive Summary
- Notes
- 5 Analyzing Consumer and Business Markets
- Marketing Management at Cisco
- What Influences Consumer Behavior?
- Key Psychological Processes
- The Consumer Buying Decision Process
- What is Organizational Buying?
- Participants in the Business Buying Process
- Stages in the Business Buying Process
- Managing Business-to-Business Customer Relationships
- Executive Summary
- Notes
- Part 3 Building Strong Brands
- 6 Identifying Market Segments and Targets
- Marketing Management at LinkedIn
- Bases for Segmenting Consumer Markets
- Bases for Segmenting Business Markets
- Market Targeting
- Executive Summary
- Notes
- 7 Crafting the Brand Positioning and Competing Effectively
- Marketing Management at DirecTV
- Developing and Establishing a Brand Positioning
- Competitive Strategies for Market Leaders
- Other Competitive Strategies
- Executive Summary
- Notes
- 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
- Marketing Management at Lexus
- Product Characteristics and Classifications
- Differentiation
- Product and Brand Relationships
- Packaging, Labeling, Warranties, and Guarantees
- Managing New Products
- The Consumer-Adoption Process
- Product Life-Cycle Marketing Strategies
- Executive Summary
- Notes
- 10 Designing and Managing Services
- Marketing Management at USAA
- The Nature of Services
- The New Services Realities
- Managing Service Quality
- Managing Product-Support Services
- Executive Summary
- Notes
- 11 Developing Pricing Strategies and Programs
- Marketing Management at Ryanair
- Understanding Pricing
- Setting the Price
- Adapting the Price
- Initiating and Responding to Price Changes
- Executive Summary
- Notes
- Part 5 Delivering Value
- 12 Designing and Managing Integrated Marketing Channels
- Marketing Management at L.L.Bean
- Marketing Channels and Value Networks
- The Role of Marketing Channels
- Channel-Design Decisions
- Channel-Management Decisions
- Channel Integration and Systems
- E-Commerce and M-Commerce Marketing Practices
- Channel Conflict, Cooperation, and Competition
- Executive Summary
- Notes
- 13 Managing Retailing, Wholesaling, and Logistics
- Marketing Management at Warby Parker
- Retailing
- Private Labels
- Wholesaling
- Market Logistics
- Executive Summary
- Notes
- Part 6 Communicating Value
- 14 Designing and Managing Integrated Marketing Communications
- Marketing Management at Mondelez International
- The Role of Marketing Communications
- Developing Effective Communications
- Selecting the Marketing Communications Mix
- Managing the Integrated Marketing Communications Process
- Executive Summary
- Notes
- 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public R
- Marketing Management at Procter & Gamble
- Developing and Managing an Advertising Program
- Sales Promotion
- Events and Experiences
- Public Relations
- Executive Summary
- Notes
- 16 Managing Digital Communications: Online, Social Media, and Mobile
- Marketing Management at PepsiCo
- Online Marketing
- Social Media
- Word of Mouth
- Mobile Marketing
- Executive Summary
- Notes
- 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling
- Marketing Management at “Obama for President”
- Direct Marketing
- Personal Selling and the Sales Force
- Managing the Sales Force
- Executive Summary
- Notes
- Part 7 Managing the Marketing Organization for Long-Term Success
- 18 Managing Marketing Responsibly in the Global Economy
- Marketing Management at Patagonia
- Competing On a Global Basis
- Internal Marketing
- Socially Responsible Marketing
- Executive Summary
- Notes
- Glossary
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- L
- M
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Z
- Brand, Company, and Name Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Y
- Z
- Subject Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
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- Z
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