Framework for Marketing Management 5th Edition by Philip Kotler

Framework for Marketing Management 5th Edition by Philip Kotler and Kevin Keller is the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but they want the flexibility to add outside cases, simulations, or projects.

With only 384 pages, this text allows instructors to present an authoritative account of current marketing management practices and theory, while leaving room to incorporate outside cases, simulations, and projects. The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are using marketing principles as they learn to strategize.

Some corporations include: Mayo Clinic, ESPN, Starbucks, Royal Philips, Google, Trader Joe’s and Innovation on the Marketing Front. “Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field. Some of the well-known businesses featured are IKEA, Nike, Samsung, GE, Yahoo! and Skills for Success.

“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. Some topics include: Spotting trends; Chapter 3, finding new product ideas; Chapter 10, starting a buzz fire; Chapter 17.

Book Details

Paperback: 360 pages
Publisher: Prentice Hall; 5 edition (March 3, 2011)
Language: English
ISBN-10: 0132539306

More details about this book...

Posted in: Marketing