Authors: Philip Kotler, Kevin Keller
ISBN-13: 9780136026600, ISBN-10: 0136026605
Format: Paperback
Publisher: Prentice Hall
Date Published: March 2008
Edition: 4th Edition
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.
Development of marketing strategies, market demand and environments, creating customer value, analysis of consumer markets, market segmentation, brand loyalty, the Product Life Cycle, managing mass communication, and marketing management in the global economy.
This text is for companies, groups, and individuals who want to adapt their marketing strategies and management to the marketplace of the twenty-first century.
Explains major concepts of marketing management, with chapters in sections on understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. This condensed edition of retains the strengths of the larger text, including a managerial orientation and a basic disciplines perspective, yet is short enough to allow more class time to be spent on cases and simulations. The author is affiliated with Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Preface | ||
Pt. I | Understanding Marketing Management | 1 |
1 | Defining Marketing for the Twenty-First Century | 1 |
2 | Adapting Marketing to the New Economy | 23 |
3 | Building Customer Satisfaction, Value, and Retention | 37 |
Pt. II | Analyzing Marketing Opportunities | 57 |
4 | Winning Markets Through Strategic Planning, Implementation, and Control | 57 |
5 | Understanding Markets, Market Demand, and the Marketing Environment | 85 |
6 | Analyzing Consumer Markets and Buyer Behavior | 111 |
7 | Analyzing Business Markets and Buyer Behavior | 131 |
8 | Dealing with the Competition | 148 |
9 | Identifying Market Segments and Selecting Target Markets | 170 |
Pt. III | Making Marketing Decisions | 188 |
10 | Developing, Positioning, and Differentiating Products Through the Life Cycle | 188 |
11 | Setting Product and Brand Strategy | 211 |
12 | Designing and Managing Services | 228 |
13 | Designing Pricing Strategies and Programs | 244 |
Pt. IV | Managing and Delivering Marketing Programs | 266 |
14 | Designing and Managing Value Networks and Marketing Channels | 266 |
15 | Managing Retailing, Wholesaling, and Market Logistics | 284 |
16 | Designing and Managing Integrated Marketing Communications | 302 |
17 | Managing the Sales Force | 332 |
Glossary | 349 | |
Index | 353 |