A Framework for Marketing Management : United States Edition
For undergraduate and MBA courses in Marketing Management and Marketing Strategy.A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.
- Paperback | 363 pages
- 190.5 x 228.6 x 7.62mm | 566.99g
- 03 Dec 2002
- Pearson Education (US)
- United States
- 2nd edition
Table of contents
I. UNDERSTANDING MARKETING MANAGEMENT. 1. Defining Marketing for the Twenty-First Century. 2. Adapting Marketing to the New Economy. 3. Building Customer Satisfaction, Value, and Retention. II. ANALYSING MARKETING OPPORTUNITES. 4. Winning Markets Through Strategic Planning, Implementation, and Control. 5. Understanding Markets, Market Demand, and the Marketing Environment. 6. Analyzing Consumer Markets and Buyer Behavior. 7. Analyzing Business Markets and Buyer Behavior. 8. Dealing with the Competition. 9. Identifying Market Segments and Selecting Target Markets. III. MAKING MARKETING DECISIONS. 10. Developing, Positioning, and Differentiating Products Through the Life Cycle. 11. Setting Product and Brand Strategy. 12. Designing and Managing Services. 13. Designing Pricing Strategies and Programs. IV. MANAGING AND DELIVERING MARKETING PROGRAMS. 14. Designing and Managing Value Networks and Marketing Channels. 15. Managing Retailing, Wholesaling, and Market Logistics. 16. Designing and Managing Integrated Marketing Communications. 17. Managing the Sales Force.