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A Framework for Marketing Management: European Edition Paperback – 11 June 2015

by Philip Kotler (Author)
4.4 out of 5 stars 354
Edition: 6th
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For graduate and undergraduate courses in 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 modernise their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

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  1. ISBN-10
    1292093145
  2. ISBN-13
    978-1292093147
  3. Edition
    6th
  4. Publisher
    Pearson
  5. Publication date
    11 June 2015
  6. Language
    English
  7. Dimensions
    20.29 x 2.11 x 25.4 cm
  8. Print length
    352 pages
  9. See all details
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Product description

About the Author

Philip Kotler is a Professor Emeritus of 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.

He has authored more than 60 books and published more than 150 articles in leading journals. He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has travelled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College. Professor Keller has an AB degree in math and economics from Cornell University, an MBA from Carnegie-Mellon, and a PhD in marketing from Duke University. At Dartmouth, he teaches MBA courses on strategic brand management and lectures in executive programs on those topics.

Professor Keller's general area of expertise is in understanding how theories and concepts related to consumer psychology can improve branding and marketing strategies. With over 120 published papers, he is also one of the most heavily cited of all marketing academics, and he has received numerous awards for his research accomplishments.

Actively involved with industry, Professor Keller has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung. He is a popular and highly sought-after speaker and has given keynote speeches and conducted workshops with top executives in a wide variety of forums. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai.

Product details

  • Publisher ‏ : ‎ Pearson; 6th edition (11 June 2015)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 352 pages
  • ISBN-10 ‏ : ‎ 1292093145
  • ISBN-13 ‏ : ‎ 978-1292093147
  • Dimensions ‏ : ‎ 20.29 x 2.11 x 25.4 cm
  • Customer Reviews:
    4.4 out of 5 stars 354

About the author

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Philip Kotler

Philip Kotler

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Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twenty-one foreign universities. He is the author of over 57 books and over one hundred and fifty articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management book as one of the 50 best business books of all times. More is available on www.pkotler.org.

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4.4 out of 5 stars
4.4 out of 5
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Top review from Australia

BJ
5.0 out of 5 stars Good seller
Reviewed in Australia on 20 September 2019
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Good book. Fast delivery
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Top reviews from other countries

Melanie Muirhead
5.0 out of 5 stars Overpriced but well put together
Reviewed in Canada on 14 May 2019
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Overpriced, but very detailed and comprehensive
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Katherine Harper
1.0 out of 5 stars Kindle Edition... Not Kindle Compatible?
Reviewed in the United Kingdom on 20 August 2020
Verified Purchase
No idea why a Kindle Edition is sold for this because it's not compatible for kindles... so had to return it immediately.
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Vera Primaz de Oliveira
5.0 out of 5 stars A Framework for Marketing Management
Reviewed in Brazil on 6 February 2017
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The book is exceeding expectations about Marketing. It gives plenty of ideas how to handle Marketing in our Enterprise. It's remarkable.
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KyanWan
5.0 out of 5 stars This textbook is designed to be used in combination with ...
Reviewed in the United States on 24 January 2016
Verified Purchase
This textbook is designed to be used in combination with a competent instructor. So reviews noting there's much missing ... there's a reason there is much missing from it.

The book itself is concise, to the point, and a rundown of key concepts. I am able to get my reading & prep for class done quickly - then bring the fundamentals to the table when it's time to sit down with our professor & do actual learning.

For the intended purpose of serving as a guide to the course material AND a study aid - this book is outstanding.

Anyone with trouble learning the material with this book - the problem isn't this textbook ... you unfortunately have a sub-par professor.
7 people found this helpful
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Amazonaholic
5.0 out of 5 stars Short and to the Point - Great Book!
Reviewed in the United States on 5 July 2016
Verified Purchase
This book is great! It covers the basics of marketing in an easy and quick style read. It boils down all the principles provided to you by many other leading marketing textbooks and delivers it in a 'meat and potatoes' style. It gets straight to business with very little fluff.

Pros:
-Derived from world renowned marketing textbooks
-Delivers the same textbook quality read in half the page count

Cons:
-Soft Cover
-Less examples (trade off for half the read)
4 people found this helpful
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