A Framework for Marketing Management
For courses in Marketing Management and Marketing Strategy appropriate for undergraduate and graduate courses.A Framework for Marketing Management has taken the basics from Kotler's successful Marketing Management text and synthesized it into a concise, power-packed version, without excess clutter. It includes all the elements of a successful marketing text such as how to analyze the market, develop strategies, and deliver and manage successful marketing programs. This streamlined approach offers greater classroom flexibility and allows for the seamless integration of CD-ROM simulations, cases, or internet activities.
- Paperback | 352 pages
- 190.5 x 233.68 x 15.24mm | 566.99g
- 19 Jul 2000
- Pearson Education (US)
- United States
Table of contents
I. UNDERSTANDING MARKETING MANAGEMENT. 1. Marketing in the Twenty-First Century. 2. Building Customer Satisfaction, Value, and Retention. 3. Winning Markets through Strategic Planning, Implementation, and Control. II. ANALYZING MARKETING OPPORTUNITIES. 4. Understanding Markets, Market Demand, and the Marketing Environment. 5. Analyzing Consumer Markets and Buyer Behavior. 6. Analyzing Business Markets and Buyer Behavior. 7. Dealing with the Competition. 8. Identifying Market Segments and Selecting Target Markets. III. MAKING MARKETING DECISIONS. 9. Developing, Differentiating, and Positioning Products through the Life Cycle. 10. Managing Product Lines and Brands. 11. Designing and Managing Services. 12. Designing Pricing Strategies and Programs. IV. MANAGING AND DELIVERING MARKETING PROGRAMS. 13. Selecting and Managing Marketing Channels. 14. Managing Retailing, Wholesaling, and Market Logistics. 15. Designing and Managing Integrated Marketing Communications. 16. Managing the Sales Force. 17. Managing Direct and On-Line Marketing.