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Philip Kotler's Framework for Marketing Management, 5th Edition, ISBN 9780132539302 is a compact version of Kotler's text Marketing Management that focuses on the foundational principles and concepts of the field. This text challenges the development of the most current marketing strategies, market demand and environments, creating customer value,...
Philip Kotler's Framework for Marketing Management, 5th Edition, ISBN 9780132539302 is a compact version of Kotler's text Marketing Management that focuses on the foundational principles and concepts of the field. This text challenges the development of the most current marketing strategies, market demand and environments, creating customer value, analysis of consumer markets, market segmentation, brand loyalty, the Product Life Cycle, managing mass communication, and marketing management in the global economy. Kotler's 5th Edition of Framework for Marketing Management has maintained effective components of past editions while adding new facets to improve on the user's overall experience with the text. New features include coverage of the ever-changing face of social media and communications avenues as well as the most recent and dramatic changes within the marketing arena including more emphasis on 'green' marketing. New text features that have been added for better readability and easier application include opening vignettes which show marketing concepts in action in real-world settings and 'Marketing Insight' boxes which detail various topics and situations that arise in today's marketing world. This text is concisely organized into four parts spanning across 17 succinct chapters. Part 1 entitled 'Understanding Marketing Management' helps to define marketing in the 21st century, discusses adapting marketing to the new economy, and building customer satisfaction, value, and retention. Part 2 looks at 'Analyzing Marketing Opportunities' through the lens of winning markets through strategic planning, implementation, and control, understanding market demand, and analyzing both consumer and business markets and buyer behavior. 'Making Marketing Decisions' is addressed in part 3 with chapters devoted to developing, positioning, and differentiating products through the life cycle, setting product and brand strategy, designing and managing services, as well as designing pricing strategies and programs. The book concludes with a section, part 4 entitled 'Managing and Delivering Marketing Programs.' These final chapters delve into designing and managing value networks and marketing channels, managing retailing, wholesaling, and market logistics, designing and managing integrated marketing communications, and finally, managing the sales force.
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