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A framework for marketing management / Philip Kotler, Northwestern University ; Kevin Lane Keller, Dartmouth College

Author
Kotler, Philip
Published
Boston : Pearson, [2016]
Edition
Sixth edition.
Physical Description
xxi, 320 pages ; 23 cm
Additional Creators
Keller, Kevin Lane, 1956-

Availability

HD5415.13.K636 2016 HF5415.13.K636 2016
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Contents
Machine generated contents note: 1.Defining Marketing for the New Realities -- Marketing Management at Unilever -- The Value of Marketing -- The Scope of Marketing -- What Is Marketing? -- What Is Marketed? -- Who Markets? -- What Is a Market? -- Core Marketing Concepts -- Needs, Wants, and Demands -- Target Markets, Positioning, and Segmentation -- Offerings and Brands -- Marketing Channels -- Paid, Owned, and Earned Media -- Impressions and Engagement -- Value and Satisfaction -- Supply Chain -- Competition -- Marketing Environment -- The New Marketing Realities -- Technology -- Globalization -- Social Responsibility -- A Dramatically Changed Marketplace -- Company Orientation Toward the Marketplace -- The Production Concept -- The Product Concept -- The Selling Concept -- The Marketing Concept -- The Holistic Marketing Concept -- 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 -- The Value Delivery Process -- The Value Chain -- Core Competencies -- The Central Role of Strategic Planning -- Corporate and Division Strategic Planning -- Defining the Corporate Mission -- Establishing Strategic Business Units -- Assigning Resources to Each SBU -- Assessing Growth Opportunities -- Organization and Organizational Culture -- Business Unit Strategic Planning -- The Business Mission -- SWOT Analysis -- Goal Formulation -- Strategy Formulation -- Strategy and Implementation -- The Marketing Plan -- Contents of a Marketing Plan -- From Marketing Plan to Marketing Action -- Marketing Implementation, Control, and Performance -- Marketing Metrics -- Marketing-Mix Modeling -- Marketing Dashboards -- Marketing Control -- Executive Summary -- Notes -- 3.Capturing Marketing Insights and Forecasting Demand -- Marketing Management at Campbell Soup Company -- The Marketing Information System and Marketing Intelligence -- Internal Records and Database Systems -- Marketing Intelligence -- The Marketing Research System -- Defining Marketing Research -- The Marketing Research Process -- Step 1: Define the Problem, Decision Alternatives, and Research Objectives -- Step 2: Develop the Research Plan -- Step 3: Collect the Data -- Step 4: Analyze the Information -- Step 5: Present the Findings -- Step 6: Make the Decision -- Forecasting and Demand Measurement -- The Measures of Market Demand -- The Market Demand Function -- Estimating Current Demand -- Estimating Future Demand -- Analyzing the Macroenvironment -- Identifying the Major Forces -- The Demographic Environment -- The Economic Environment -- The Sociocultural Environment -- The Natural Environment -- The Technological Environment -- The Political-Legal Environment -- Executive Summary -- Notes -- 4.Creating Long-Term Loyalty Relationships -- Marketing Management at Pandora -- Building Customer Value, Satisfaction, and Loyalty -- Customer-Perceived Value -- Total Customer Satisfaction -- Monitoring Satisfaction -- Product and Service Quality -- Maximizing Customer Lifetime Value -- Customer Profitability -- Measuring Customer Lifetime Value -- Cultivating Customer Relationships -- Attracting and Retaining Customers -- Building Loyalty -- Win-Backs -- Executive Summary -- Notes -- 5.Analyzing Consumer and Business Markets -- Marketing Management at Cisco -- What Influences Consumer Behavior? -- Cultural Factors -- Social Factors -- Personal Factors -- Key Psychological Processes -- Motivation -- Perception -- Learning -- Emotions -- Memory -- The Consumer Buying Decision Process -- Problem Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- Behavioral Decision Theory and Behavioral Economics -- What is Organizational Buying? -- The Business Market versus the Consumer Market -- Institutional and Government Markets -- Business Buying Situations -- Participants in the Business Buying Process -- The Buying Center -- Buying Center Influences -- Targeting Firms and Buying Centers -- Stages in the Business Buying Process -- Problem Recognition -- General Need Description and Product Specification -- Supplier Search -- Proposal Solicitation -- Supplier Selection -- Order-Routine Specification -- Performance Review -- Managing Business-to-Business Customer Relationships -- The Benefits of Vertical Coordination -- Risks and Opportunism in Business Relationships -- Executive Summary -- Notes -- 6.Identifying Market Segments and Targets -- Marketing Management at LinkedIn -- Bases for Segmenting Consumer Markets -- Geographic Segmentation -- Demographic Segmentation -- Psychographic Segmentation -- Behavioral Segmentation -- Bases for Segmenting Business Markets -- Market Targeting -- Effective Segmentation Criteria -- Evaluating and Selecting Market Segments -- Executive Summary -- Notes -- 7.Crafting the Brand Positioning and Competing Effectively -- Marketing Management at DirecTV -- Developing and Establishing a Brand Positioning -- Understanding Positioning and Value Propositions -- Choosing a Competitive Frame of Reference -- Identifying Potential Points-of-Difference and Points-of-Parity -- Choosing Specific POPS and PODS -- Emotional Branding -- Brand Mantras -- Establishing a Brand Positioning -- Alternative Approaches to Positioning -- Competitive Strategies for Market Leaders -- Expanding Total Market Demand -- Protecting Market Share -- Increasing Market Share -- Other Competitive Strategies -- Market-Challenger Strategies -- Market-Follower Strategies -- Market-Nicher Strategies -- Executive Summary -- Notes -- 8.Creating Brand Equity and Driving Growth -- Marketing Management at Gatorade -- How Does Branding Work? -- The Role of Brands -- The Scope of Branding -- Defining Brand Equity -- Customer-Based Brand Equity -- Brand Equity Models -- Building Brand Equity -- Choosing Brand Elements -- Designing Holistic Marketing Activities -- Leveraging Secondary Associations -- Internal Branding -- Measuring and Managing Brand Equity -- Brand Audits and Brand Tracking -- Brand Valuation -- Managing Brand Equity -- Devising a Branding Strategy -- Branding Decisions -- Brand Portfolios -- Brand Extensions -- Customer Equity -- Driving Growth -- Growth Strategies -- Growing the Core -- Executive Summary -- Notes -- 9.Setting Product Strategy and Introducing New Offerings -- Marketing Management at Lexus -- Product Characteristics and Classifications -- Product Levels: The Customer-Value Hierarchy -- Product Classifications -- Differentiation -- Product Differentiation -- Services Differentiation -- Design Differentiation -- Product and Brand Relationships -- The Product Hierarchy -- Product Line Analysis -- Product Line Length -- Line Modernization, Featuring, and Pruning -- Product Mix Pricing -- Co-Branding and Ingredient Branding -- Packaging, Labeling, Warranties, and Guarantees -- Packaging -- Labeling -- Warranties and Guarantees -- Managing New Products -- The Innovation Imperative and New Product Success -- New Product Development -- The Consumer-Adoption Process -- Stages in the Adoption Process -- Factors Influencing the Adoption Process -- Product Life-Cycle Marketing Strategies -- Product Life Cycles -- Marketing Strategies: Introduction Stage and the Pioneer Advantage -- Marketing Strategies: Growth Stage -- Marketing Strategies: Maturity Stage -- Marketing Strategies: Decline Stage -- Critique of the Product Life-Cycle Concept -- Executive Summary -- Notes -- 10.Designing and Managing Services -- Marketing Management at USAA -- The Nature of Services -- Categories of Service Mix -- Distinctive Characteristics of Services -- The New Services Realities -- A Shifting Customer Relationship -- Achieving Excellence in Services Marketing -- Differentiating Services -- Managing Service Quality -- Managing Customer Expectations -- Incorporating Self-Service Technologies -- Managing Product-Support Services -- Identifying and Satisfying Customer Needs -- Postsale Service Strategy -- Executive Summary -- Notes -- 11.Developing Pricing Strategies and Programs -- Marketing Management at Ryanair -- Understanding Pricing -- Pricing in a Digital World -- A Changing Pricing Environment -- How Companies Price -- Consumer Psychology and Pricing -- Setting the Price -- Step 1: Selecting the Pricing Objective -- Step 2: Determining Demand -- Step 3: Estimating Costs -- Step 4: Analyzing Competitors' Costs, Prices, and Offers -- Step 5: Selecting a Pricing Method -- Step 6: Selecting the Final Price -- Adapting the Price -- Geographical Pricing (Cash, Countertrade, Barter) -- Price Discounts and Allowances -- Promotional Pricing -- Differentiated Pricing -- Initiating and Responding to Price Changes -- Initiating Price Cuts -- Initiating Price Increases -- Anticipating Competitive Responses -- Responding to Competitors' Price Changes -- Executive Summary -- Notes -- 12.Designing and Managing Integrated Marketing Channels -- Marketing Management at L.L. Bean -- Marketing Channels and Value Networks -- The Importance of Channels -- Multichannel Marketing -- Integrating Multichannel Marketing Systems -- Value Networks -- The Digital Channels Revolution -- The Role of Marketing Channels -- Channel Functions and Flows -- Channel Levels -- Service Sector Channels -- Channel-Design Decisions -- Analyzing Customer Needs and Wants -- Establishing Objectives and Constraints -- Identifying Major Channel Alternatives -- Evaluating Major Channel Alternatives -- Channel-Management Decisions -- Selecting Channel Members -- Training and Motivating Channel Members -- Evaluating Channel Members -- Modifying Channel Design and Arrangements -- Global Channel Considerations -- Channel Integration and Systems -- Vertical Marketing Systems -- Horizontal Marketing Systems -- E-Commerce and M-Commerce Marketing Practices -- E-Commerce and Pure-Click Companies -- and Contents note continued: E-Commerce and Brick-and-Click Companies -- M-Commerce Marketing -- Channel Conflict, Cooperation, and Competition -- Types of Conflict and Competition -- Causes of Channel Conflict -- Managing Channel Conflict -- Dilution and Cannibalization -- Legal and Ethical Issues in Channel Relations -- Executive Summary -- Notes -- 13.Managing Retailing, Wholesaling, and Logistics -- Marketing Management at Warby Parker -- Retailing -- Types of Retailers -- The Modern Retail Marketing Environment -- Retailer Marketing Decisions -- Private Labels -- Role of Private Labels -- Private-Label Success Factors -- Wholesaling -- Wholesaling Functions -- Trends in Wholesaling -- Market Logistics -- Integrated Logistics Systems -- Market-Logistics Objectives -- Market-Logistics Decisions -- Executive Summary -- Notes -- 14.Designing and Managing Integrated Marketing Communications -- Marketing Management at Mondelez International -- The Role of Marketing Communications -- The Marketing Communications Mix -- Communications Process Models -- Developing Effective Communications -- Identify the Target Audience -- Set the Communications Objectives -- Design the Communications -- Select the Communications Channels -- Establish the Total Marketing Communications Budget -- Selecting the Marketing Communications Mix -- Characteristics of the Marketing Communications Mix -- Factors in Setting the Marketing Communications Mix -- Measuring Communication Results -- Managing the Integrated Marketing Communications Process -- Coordinating Media -- Implementing IMC -- Executive Summary -- Notes -- 15.Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- Marketing Management at Procter & Gamble -- Developing and Managing an Advertising Program -- Setting the Advertising Objectives -- Deciding on the Advertising Budget -- Developing the Advertising Campaign -- Choosing Media -- Evaluating Advertising Effectiveness -- Sales Promotion -- Advertising versus Promotion -- Major Decisions -- Events and Experiences -- Events Objectives -- Major Sponsorship Decisions -- Creating Experiences -- Public Relations -- Marketing Public Relations -- Major Decisions in Marketing PR -- Executive Summary -- Notes -- 16.Managing Digital Communications: Online, Social Media, and Mobile -- Marketing Management at PepsiCo -- Online Marketing -- Advantages and Disadvantages of Online Marketing Communications -- Online Marketing Communication Options -- Social Media -- Social Media Platforms -- Using Social Media -- Word of Mouth -- Forms of Word of Mouth -- Creating Word-of-Mouth Buzz -- Measuring the Effects of Word of Mouth -- Mobile Marketing -- The Scope of Mobile Marketing -- Developing Effective Mobile Marketing Programs -- Mobile Marketing across Markets -- Executive Summary -- Notes -- 17.Managing Personal Communications: Direct and Database Marketing and Personal Selling -- Marketing Management at "Obama for President" -- Direct Marketing -- The Benefits of Direct Marketing -- Direct Mail -- Catalog Marketing -- Telemarketing -- Other Media for Direct-Response Marketing -- Customer Databases and Database Marketing -- Public and Ethical Issues in Direct Marketing -- Personal Selling and the Sales Force -- Types of Sales Representatives -- Personal Selling and Relationship Marketing -- Designing the Sales Force -- Managing the Sales Force -- Recruiting and Selecting Representatives -- Training and Supervising Sales Representatives -- Sales Rep Productivity -- Motivating Sales Representatives -- Evaluating Sales Representatives -- Executive Summary -- Notes -- 18.Managing Marketing Responsibly in the Global Economy -- Marketing Management at Patagonia -- Competing On a Global Basis -- Deciding Whether to Go Abroad -- Deciding Which Markets to Enter -- Deciding How to Enter the Market -- Deciding on the Marketing Program -- Internal Marketing -- Organizing the Marketing Department -- Relationships with Other Departments -- Building a Creative Marketing Organization -- Socially Responsible Marketing -- Corporate Social Responsibility -- Sustainability -- Cause-Related Marketing -- Social Marketing -- Executive Summary -- Notes.
Subject(s)
ISBN
9780133871319
0133871312
Note
Includes indexes.
Endowment Note
Philip M. and Susan C. Gresh Textbook and Educational Resources Endowment
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