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Framework for Marketing Management, 6th edition

Published by Pearson (July 14, 2021) © 2016

  • Philip Kotler Northwestern University
  • Kevin Lane Keller Dartmouth College
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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 fifteenth 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 Sixth 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.

Brief 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

  1. Creating Long-term Loyalty Relationships
  2. Analyzing Consumer and Business Markets

III: Building Strong Brands

  1. Identifying Market Segments and Targets
  2. Crafting the Brand Positioning
  3. Creating Brand Equity and Driving Growth

IV: Shaping the Market Offerings

  1. Setting Product Strategy and Introducing New Offerings
  2. Designing and Managing Services
  3. Developing Pricing Strategies and Programs

V: Delivering Value

  1. Designing and Managing Integrated Marketing Channels
  2. Managing Retailing, Wholesaling, and Logistics

VI: Communicating Value

  1. Designing and Managing Integrated Marketing Communications
  2. Managing Digital Communications
  3. Managing Mass Communications
  4. Managing Personal Communications

VII: Managing the Marketing Organization for Long-Term Success

  1. Conducting Marketing Responsibly in the Global Economy

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