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A Framework for Marketing Management 6th edition (Global) – eTextBook

For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management

eBook details

  • Authors: Philip T. Kotler, Kevin Lane Keller
  • File Size: 7.43 MB
  • Format: PDF
  • Length: 352 pages
  • Publisher: Pearson Education; 6th edition (2015)
  • Language: English
  • ASIN: B00XIH2FF0
  • ISBN-10: 1292093145 / 0133871312
  • ISBN-13: 9781292093147 / 9780133871319

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About The Author

Kevin Lane Keller

Kevin Lane Keller

Professor Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.

Previously, Kevin was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the  University of North Carolina at Chapel Hill and University of California at Berkeley, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has 2 years of industry experience as Marketing Consultant for Bank of America.

Kevin’s general area of expertise lies in planning, marketing strategy and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in 3 of the major marketing journals: the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than ninety published papers, his research has been widely cited and has received numerous awards.

Actively involved with industry, Professor Kelly has worked on a host of different types of marketing projects. He has served as a long-term consultant and advisor to marketers for some of the world’s most successful brands, including Accenture, Procter & Gamble, American Express, Ford, Intel, Levi Strauss, Disney, and Samsung. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell, Colgate, Eli Lilly, ExxonMobil, GfK, Goodyear, Starbucks, General Mills, Hasbro, Johnson & Johnson, Kodak, L.L.Bean, Intuit, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Shell Oil, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and served as their Executive Director from July 1, 2013, to July 1, 2015.

An avid music, sports, and film enthusiast, in his so-called spare time, Kevin has helped to manage and market, as well as serve as executive producer for, one of Australia’s great rock-and-roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He also serves on the Board of Directors for The Doug Flutie, Jr. Foundation for Autism, the Lebanon Opera House, and the Montshire Museum of Science. Kevin lives in Etna, NH, with his wife, Punam (also a Tuck marketing professor), and his 2 daughters, Allison and Carolyn.

Philip T. Kotler

Philip T. Kotler

Dr. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Philip is author of Marketing Management (Pearson), now in its 15th edition and the most widely used marketing book in graduate schools of business worldwide. He has authored dozens of other successful textbooks and has written more than fifty books and one-fifty hundred articles in leading journals. Philip is the only 3-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.

Dr. Philip was named the first recipient of 4 major awards: William L. Wilkie “Marketing for a Better World” Award, and the Distinguished Marketing Educator of the Year Award both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. He is a charter member of the Marketing Hall of Fame, was voted the first Leader in Marketing Thought by the American Marketing Association, and was named The Founder of Modern Marketing Management in the Handbook of Management Thinking. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers  the Charles Coolidge Parlin Marketing Research Award; Marketing Excellence Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Dr. Philip in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, the professor  was ranked as the 4th “most influential business guru/author” of the 21st century.

 

Kotler & Keller’s Framework for Marketing Management 6th global edition is a concise, streamlined version of Kotler and Keller’s 15th edition of Marketing Management, a comprehensive look at marketing strategy. The textbook’s efficient coverage of current marketing management practices makes for a somewhat short yet thorough textbook that provides the perfect supplement for incorporated projects, simulations, 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 own marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive etextbook.

NOTE: This is the global version of the famous textbook. We also have the U.S. version, see related books below.

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