Framework for Marketing Management

345 Pages·2015·5.923 MB·English

by  Philip Kotler, Kevin Keller

A Framework
for Marketing
Management
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A FrAMework
For MArketing
MAnAgeMent
Sixth Edition
Philip kotler
Northwestern University
kevin Lane keller
Dartmouth College
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Library of Congress Cataloging-in-Publication Data
Kotler, Philip.
A framework for marketing management/Philip Kotler, Kevin Lane Keller.—6e [edition].
pages cm
Includes index.
ISBN 978-0-13-387131-9—ISBN 0-13-387131-2
1. Marketing—Management. I. Keller, Kevin Lane, 1956– II. Title.
HF5415.13.K636 2016
658.8—dc23
2014044334
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-387131-2
ISBN 13: 978-0-13-387131-9
Brief Contents
Preface xix
Part 1 Understanding Marketing Management 1
1 Defining Marketing for the New Realities 1
2 Developing and Implementing Marketing Strategies and Plans 18
3 Capturing Marketing Insights and Forecasting Demand 34
Part 2 Connecting with Customers 54
4 Creating Long-Term Loyalty Relationships 54
5 Analyzing Consumer and Business Markets 68
Part 3 Building Strong Brands 92
6 Identifying Market Segments and Targets 92
7 Crafting the Brand Positioning and Competing Effectively 106
8 Creating Brand Equity and Driving Growth 121
Part 4 Creating Value 138
9 Setting Product Strategy and Introducing New Offerings 138
10 Designing and Managing Services 159
11 Developing Pricing Strategies and Programs 173
Part 5 Delivering Value 191
12 Designing and Managing Integrated Marketing Channels 191
13 Managing Retailing, Wholesaling, and Logistics 208
Part 6 Communicating Value 221
14 Designing and Managing Integrated Marketing Communications 221
15 Managing Mass Communications: Advertising, Sales Promotions, Events
and Experiences, and Public Relations 235
16 Managing Digital Communications: Online, Social Media, and Mobile 250
17 Managing Personal Communications: Direct and Database Marketing and
Personal Selling 261
Part 7 Managing the Marketing Organization for Long-Term
Success 275
18 Managing Marketing Responsibly in the Global Economy 275
Glossary 290
Brand, Company, and Name Index 300
Subject Index 309
v
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Contents
Preface xix
Part 1 Understanding Marketing Management 1
1 Defining Marketing for the New Realities 1
Marketing Management at Unilever 1
The Value of Marketing 2
The Scope of Marketing 2
What Is Marketing? 2
What Is Marketed? 3
Who Markets? 4
What Is a Market? 4
Core Marketing Concepts 5
Needs, Wants, and Demands 5
Target Markets, Positioning, and Segmentation 5
Offerings and Brands 5
Marketing Channels 6
Paid, Owned, and Earned Media 6
Impressions and Engagement 6
Value and Satisfaction 6
Supply Chain 6
Competition 7
Marketing Environment 7
The New Marketing Realities 7
Technology 7
Globalization 8
Social Responsibility 8
A Dramatically Changed Marketplace 8
Company Orientation Toward the Marketplace 10
The Production Concept 10
The Product Concept 10
The Selling Concept 10
The Marketing Concept 10
The Holistic Marketing Concept 11
vii
viii Contents
Updating The Four Ps 12
Marketing Management Tasks 14
Executive Summary 15
Notes 16
2 Developing and Implementing Marketing Strategies
and Plans 18
Marketing Management at Hewlett-Packard 18
Marketing and Customer Value 19
The Value Delivery Process 19
The Value Chain 19
Core Competencies 20
The Central Role of Strategic Planning 20
Corporate and Division Strategic Planning 21
Defining the Corporate Mission 21
Establishing Strategic Business Units 21
Assigning Resources to Each SBU 22
Assessing Growth Opportunities 22
Organization and Organizational Culture 23
Business Unit Strategic Planning 23
The Business Mission 23
SWOT Analysis 23
Goal Formulation 25
Strategy Formulation 25
Strategy and Implementation 26
The Marketing Plan 26
Contents of a Marketing Plan 26
From Marketing Plan to Marketing Action 27
Marketing Implementation, Control, and Performance 28
Marketing Metrics 28
Marketing-Mix Modeling 28
Marketing Dashboards 29
Marketing Control 30
Executive Summary 31
Notes 32
3 Capturing Marketing Insights and Forecasting Demand 34
Marketing Management at Campbell Soup Company 34
The Marketing Information System and Marketing
Intelligence 35
Internal Records and Database Systems 35
Marketing Intelligence 36
Contents ix
The Marketing Research System 36
Defining Marketing Research 37
The Marketing Research Process 38
Step 1: Define the Problem, Decision Alternatives,
and Research Objectives 38
Step 2: Develop the Research Plan 39
Step 3: Collect the Data 41
Step 4: Analyze the Information 41
Step 5: Present the Findings 41
Step 6: Make the Decision 41
Forecasting and Demand Measurement 42
The Measures of Market Demand 42
The Market Demand Function 42
Estimating Current Demand 44
Estimating Future Demand 45
Analyzing the Macroenvironment 45
Identifying the Major Forces 46
The Demographic Environment 46
The Economic Environment 48
The Sociocultural Environment 48
The Natural Environment 49
The Technological Environment 50
The Political-Legal Environment 50
Executive Summary 51
Notes 52
Part 2 Connecting with Customers 54
4 Creating Long-Term Loyalty Relationships 54
Marketing Management at Pandora 54
Building Customer Value, Satisfaction, and Loyalty 55
Customer-Perceived Value 55
Total Customer Satisfaction 56
Monitoring Satisfaction 57
Product and Service Quality 58
Maximizing Customer Lifetime Value 59
Customer Profitability 59
Measuring Customer Lifetime Value 60
Cultivating Customer Relationships 60
Attracting and Retaining Customers 61
Building Loyalty 63
Win-Backs 64