A Framework for Marketing Management by Philip T. Kotler, Kevin Lane Keller

By Philip T. Kotler, Kevin Lane Keller

For graduate and undergraduate classes in advertising administration.


A Succinct consultant to twenty first Century advertising and marketing administration

Framework for advertising administration is a concise, streamlined model of Kotler and Keller’s 15th version of Marketing Management , a accomplished examine business plan. The book’s effective assurance of present advertising and marketing administration practices makes for a brief but thorough textual content that offers the right complement for integrated simulations, initiatives, and instances.

The Sixth Edition ways the subject of promoting from a present perspective, focusing its details and approach at the realities of twenty first century advertising and marketing. members, teams, and corporations alike can modernize their advertising concepts to conform with twenty first century criteria through undertaking this succinct but complete text.

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Company Orientation Toward the Marketplace Given these new marketing realities, what philosophy should guide a company’s marketing efforts? Let’s first review the evolution of marketing philosophies. The Production Concept The production concept is one of the oldest concepts in business. It holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution.

Vijay Govindarajan and Chris Trimble, Reverse Innovation: Create Far from Home, Win Everywhere (Boston: Harvard Business School Publishing, 2012). 21. Rajendra Sisodia, David Wolfe, and Jagdish Sheth, Firms of Endearment: How World-Class Companies Profit from Passion (Upper Saddle River, NJ: Wharton School Publishing, 2007). 22. Theodore Levitt, “Marketing Myopia,” Harvard Business Review, July–August 1960, p. 50. 23. Evert Gummesson, Total Relationship Marketing (Boston: Butterworth-Heinemann, 1999); Regis McKenna, 41 Relationship Marketing (Reading, MA: Addison-Wesley, 1991); Martin Christopher, Adrian Payne, and David Ballantyne, Relationship Marketing (Oxford, UK: Butterworth-Heinemann, 1991).

If there is a gap between future desired sales and projected sales, corporate management will need to develop or acquire new businesses to fill it. One option is to identify opportunities for growth within current businesses (intensive opportunities). A second option is to build or acquire businesses related to current businesses (integrative opportunities). A third option is to add attractive unrelated businesses (diversification opportunities). • Intensive growth. Marketers can use a “product-market expansion grid” to ­consider the firm’s strategic growth opportunities in terms of current and new products and markets.

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