9780130185259

A Framework for Marketing Management

by
  • ISBN13:

    9780130185259

  • ISBN10:

    0130185256

  • Edition: 1st
  • Format: Paperback
  • Copyright: 1/1/2001
  • Publisher: Prentice Hall
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

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.

Table of Contents

Preface xv
Part I Understanding Marketing Management 1(62)
Marketing in the Twenty-First Century
1(18)
Building Customer Satisfaction, Value, and Retention
19(20)
Winning Markets Through Strategic Planning, Implementation, and Control
39(24)
Part II Analyzing Marketing Opportunities 63(98)
Understanding Markets, Market Demand, and the Marketing Environment
63(24)
Analyzing Consumer Markets and Buyer Behavior
87(20)
Analyzing Business Markets and Buyer Behavior
107(16)
Dealing with the Competition
123(20)
Identifying Market Segments and Selecting Target Markets
143(18)
Part III Making Marketing Decisions 161(74)
Developing, Differentiating, and Positioning Products Through the Life Cycle
161(22)
Managing Product Lines and Brands
183(16)
Designing and Managing Services
199(16)
Designing Pricing Strategies and Programs
215(20)
Part IV Managing and Delivering Marketing Programs 235(98)
Selecting and Managing Marketing Channels
235(18)
Managing Retailing, Wholesaling, and Market Logistics
253(18)
Designing and Managing Integrated Marketing Communications
271(28)
Managing the Sales Force
299(18)
Managing Direct and On-Line Marketing
317(16)
Glossary 333(4)
Index 337

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