A Framework for Marketing Management, Global Edition, 6th Edition

Philip Kotler all

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A Framework for Marketing Management, Global Edition, 6th Edition

By Philip Kotler, Kevin Keller
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For graduate and undergraduate courses in marketing management.

A Succinct Guide to 21st Century Marketing Management

Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s 15th Edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.

The 6th Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.




Framework for Marketing Management uses the following features to facilitate learning:


A concise yet exhaustive text provides flexibility in the classroom

  • A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.

UPDATED! A 21st Century view of marketing brings modern strategy and information to the text

  • NEW! A comprehensive organisation of the text around three major 21st century themes provides a current lens through which to view the following subjects:
    • Globalisation
    • Technology
    • Social Responsibility (both individual and societal)
  • NEW! Chapter 16: Managing Digital Communications: Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
  • NEW! Major 21st century developments are covered extensively throughout the text, including:
    • Omnichannel marketing
    • Mobile apps
    • Geofencing and mobile commerce
    • Privacy concerns
    • Shopper marketing
    • Sharing economy

UPDATED! Reorganised chapter content creates a more fluid flow information

  • REVISED! Chapter 5: Analysing Consumer and Business Markets provides combined coverage of consumer and business markets in a single chapter, allowing students the opportunity to explore the similarities and differences in marketing to individual consumers, business, government agencies, and institutions.
  • REVISED! Chapters 6 and 7 have been reversed so that information on positioning follows content on segmentation and targeting to abide by the conventional STP sequencing of topics.
  • UPDATED! Chapter 2: Marketing Strategy and Planning contains all related information on marketing implementation, metrics, and control to emphasise the importance of advance planning for measuring and managing marketing performance.

UPDATED! Pedagogical features connect key concepts to real world marketing strategies

  • NEW! Opening Vignettes at the beginning of each chapter demonstrate marketing management at major companies that introduce major chapter concepts with real examples. Companies featured include:
    • Linkedin
    • PepsiCo
    • USA A
    • Gatorade
    • Pandora
    • Cisco
    • Patagonia
  • NEW! Marketing Insight boxes introduce a wide range of cutting-edge topics and marketing solutions, including:
    • Marketing 3.0
    • Marketing double jeopardy
    • Showrooming
    • Playing tricks to build a brand
  • Marketing Skills boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business.


Table of contents


  • I: Understanding Marketing Management
  • 1.Defining Marketing for the New Realities
  • 2.Developing and Implementing Marketing Strategies and Plans
  • 3.Capturing Marketing Insights and Forecasting Demand
  • II: Connecting with Customers
  • 4.Creating Long-term Loyalty Relationships
  • 5. Analyzing Consumer and Business Markets
  • III: Building Strong Brands
  • 6.Identifying Market Segments and Targets
  • 7.Crafting the Brand Positioning
  • 8.Creating Brand Equity and Driving Growth
  • IV: Shaping the Market Offerings
  • 9. Setting Product Strategy and Introducing New Offerings
  • 10. Designing and Managing Services
  • 11. Developing Pricing Strategies and Programs
  • V: Delivering Value
  • 12. Designing and Managing Integrated Marketing Channels
  • 13. Managing Retailing, Wholesaling, and Logistics
  • VI: Communicating Value
  • 14. Designing and Managing Integrated Marketing Communications
  • 15. Managing Digital Communications
  • 16. Managing Mass Communications
  • 17. Managing Personal Communications
  • VII: Managing the Marketing Organization for Long-Term Success
  • 18. Conducting Marketing Responsibly in the Global Economy