Framework for Marketing Management, Global Edition

Book Preface

The sixth edition of A Framework for Marketing Management is a concise paperback adapted from Philip Kotler and Kevin Lane Keller’s fifteenth edition of Marketing Management. Its streamlined approach will appeal to those who want an authoritative account of current marketing management practices and theory plus a text that is short enough to allow the incorporation of outside cases, simulations, and projects. Like previous editions, the sixth edition of A Framework for Marketing Management is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the marketplace of the twenty-first century.

What’s New In The Edition

• A new chapter (Chapter 16, Managing Digital Communications: Online, Social Media, and Mobile) highlights expanded coverage of the latest digital trends and their marketing implications.

• New combined coverage of consumer and business markets in a single chapter (Chapter 5, Analyzing Consumer and Business Markets) explores the similarities and differences in marketing to individual consumers, businesses, government agencies, and institutions.

• The positioning chapter (Chapter 7) now follows the segmentation and targeting chapter (Chapter 6) to align with the conventional STP sequencing of topics.

• The marketing strategy and planning chapter (Chapter 2) now includes all material on marketing implementation, metrics, and control, emphasizing the importance of advance planning for measuring and managing marketing performance.

• New opening vignettes for each chapter show marketing management in action at real-world companies and provide effective discussion starters for chapter concepts. Companies featured include LinkedIn, PepsiCo, Emirates Airline, Gatorade, Pandora, Cisco, and Patagonia. • New “Marketing Insights” boxes discuss a wide range of cutting-edge topics and marketing situations, including Marketing 3.0, marketing double jeopardy, showrooming, playing tricks to build a brand, and other subjects.

• New coverage throughout the text of contemporary marketing developments and issues, including omnichannel marketing, mobile apps, geofencing and mobile commerce, privacy concerns, shopper marketing, and the sharing economy.

Features of The Edition Major Themes

This new edition explores how the powerful forces of globalization, technology, and social responsibility—individually and in combination—can affect the success of modern marketing programs. Incorporating the latest concepts with recent examples and current academic research, this edition examines the complexities and possibilities of holistic marketing today, encompassing relationship marketing, integrated marketing, internal marketing, and performance marketing.

Instructor Resources At the Instructor Resource Center, www.pearsonglobaleditions.com/Kotler, instructors can easily register to gain access to a variety of instructor resources available with this text in downloadable format. If assistance is needed, our dedicated technical support team is ready to help with the media supplements that accompany this text. Visit http://247.pearsoned.com for answers to frequently asked questions and toll-free user support phone numbers. The following supplements are available with this text: • Instructor’s Resource Manual

• Test Bank

• TestGen® Computerized Test Bank

• PowerPoint Presentation

Acknowledgments

This edition of A Framework for Marketing Management bears the imprint of many people who have contributed to the previous edition of this text and to the fifteenth edition of Marketing Management. We reserve special thanks to Marian Burk Wood for her extensive development and editorial work on this edition. Many thanks also to the professional editorial and production teams at Pearson. We gratefully acknowledge the many reviewers who helped shape this book over the years. John H. Antil, University of Delaware Bill Archer, Northern Arizona University Timothy W. Aurand, Northern Illinois University Ruth Clottey, Barry University Jeff Conant, Texas A&M University Mike Dailey, University of Texas, Arlington Brian Engelland, Mississippi State University Brian Gibbs, Vanderbilt University Thomas Gruca, University of Iowa Mark Houston, University of Missouri, Columbia Nicole Howatt, University of Central Florida Gopal Iyer, Florida Atlantic University Jack Kasulis, University of Oklahoma Susan Keaveney, University of Colorado, Denver Bob Kent, University of Delaware Robert Kuchta, Lehigh University Jack K. H. Lee, City University of New York Baruch College Ning Li, University of Delaware Steven Lysonski, Marquette University Naomi Mandel, Arizona State University Ajay K. Manrai, University of Delaware Denny McCorkle, Southwest Missouri State University James McCullough, Washington State University Ron Michaels, University of Central Florida George R. Milne, University of Massachusetts, Amherst Marian Chapman Moore, Duke University Steve Nowlis, Arizona State University Louis Nzegwu, University of Wisconsin, Platteville K. Padmanabhan, University of Michigan, Dearborn Mary Anne Raymond, Clemson University William Robinson, Purdue University Carol A. Scott, University of California at Los Angeles Stanley F. Slater, Colorado State University Robert Spekman, University of Virginia Edwin Stafford, Utah State University Vernon Stauble, California State Polytechnic Mike Swenson, Brigham Young University Kimberly A. Taylor, Florida International University Bronis J. Verhage, Georgia State University
Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Management Northwestern University Evanston, IllinoisKevin Lane Keller E.B. Osborn Professor of Marketing Tuck School of Business Dartmouth College Hanover, New HampshirePearson would like to thank Marian Burk Wood for developing content for this Global Edition and would also like to thank and acknowledge the following reviewers for their feedback and suggestions that helped improve the global content Michael A. Grund, HWZ University of Applied Sciences in Business Administration Yoosuf A. Cader, Zayed University Frances Ekwulugo, University of Westminster

Brief Contents
Preface 19 Part 1 Introduction to Marketing Management 25 1 Scope of Marketing for New Realities 25 2 Marketing Strategies and Plans 42 3 Marketing Research and Analysis 58 Part 2 Connecting with Customers 78 4 Building Long-Term Customer Relationships 78 5 Buying Dynamics of Consumers and Businesses 92 Part 3 Strategic Brand Management 116 6 Target Marketing 116 7 Competitive and Effective Brand Positioning 130 8 Branding and Core Business Growth 145 Part 4 Value Creation 162 9 Product Mix and New Offerings 162 10 Analyzing and Marketing Services 183 11 Concepts and Tools for Strategic Pricing 197 Part 5 Value Delivery 215 12 Developing and Managing Strategic and Integrated Marketing Channels 215 13 Managing Retailing, Wholesaling, and Logistics 232 Part 6 Value Communication 245 14 Designing and Managing Integrated Marketing Communications 245 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 259 16 Managing Digital Communications: Online, Social Media, and Mobile 274 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling 285 Part 7 Managing the Marketing Organization for Long-Term Success 299 18 Responsible Marketing in a Global Environment 299 Glossary 314 Brand, Company, and Name Index 324 Subject Index 333