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Framework for Marketing Management

Framework for Marketing Management

Paperback

By (author) Philip Kotler, By (author) Kevin Lane Keller

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  • Publisher: Pearson Education Limited
  • Format: Paperback | 368 pages
  • Dimensions: 192mm x 229mm x 11mm | 482g
  • Publication date: 21 April 2011
  • Publication City/Country: Harlow
  • ISBN 10: 0273752510
  • ISBN 13: 9780273752516
  • Edition: 12005
  • Edition statement: Global ed of 5th revised ed
  • Sales rank: 94,536

Product description

For graduate and undergraduate marketing management courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.

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Table of contents

Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing and Implementing Marketing Strategies and Plans Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Chapter 4: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business Markets Chapter 7: Identifying Market Segments and Targets Part III: Building Strong Brands Chapter 8: Creating Brand Equity Chapter 9: Crafting the Brand Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle Chapter 11: Designing and Managing Services Chapter 12: Developing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Integrated Marketing Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing Integrated Marketing Communications Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in the Global Economy Glossary