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A Framework for Marketing Managementis a concise paperback adapted from Philip Kotler's #1 selling book,Marketing Management.A four-part organization covers understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. Readers will be able to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.For anyone interested in the field of marketingand its relationship with the consumer.
Table of Contents
I. UNDERSTANDING MARKETING MANAGEMENT.
1. Defining Marketing in 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, Differentiating, and Positioning Products through the Life Cycle. 11. Managing Product Lines and Brands. 12. Designing and Managing Services. 13. Designing Pricing Strategies and Programs.
IV. MANAGING AND DELIVERING MARKETING PROGRAMS.
14. Selecting and Managing Marketing Channels. 15. Managing Retailing, Wholesaling, and Market Logistics. 16. Designing and Managing Integrated Marketing Communications. 17. Managing the Sales Force.
A Framework for Marketing Managementis a concise paperback adapted from Philip Kotler's number-one selling textbook,Marketing Management, Eleventh Edition.This book 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. Its streamlined approach will appeal to those professors who want an authoritative account of what is going on in the field of marketing management plus a text that is short enough to let them incorporate outside cases, simulations, and projects. THIS EDITIONMarketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. Like the eleventh edition, A Framework for Marketing Management, Second Edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.A Framework for Marketing Managementretains all the strengths of the larger book. This edition emphasizes the following: The Internet and its uses and effects Demand chain and supply management Customer relationship management and partner relationship management Alternative go-to-market channels Brand building and brand asset managementAt the same time, it builds upon the fundamental strengths of past editions. Managerial orientation Analytical approach Multidisciplinary perspective Universal applications Comprehensive and balanced coverage FEATURES OF THE SECOND EDITION Four-Part OrganizationPart I features understanding marketing management. Part II covers analyzing marketing opportunities. Part III describes how to make marketing decisions. Part IV discusses managing and delivering marketing programs. New ChapterIn Chapter 2,Adapting Marketing to the New Economy--coverage exploring the impact of the Internet and new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier. This chapter provides a framework for understanding how business and marketing practices are changing as a result of the Internet and new technologies, including the need for revenue and profit planning. New Chapter Opening VignettesMarketing Management at . . . feature opens each chapter.These vignettes give students a chance to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks. New Analysis with a Twist of SkillsA Marketing Skills feature appears in each chapter.Each example includes an explanation of what the marketing skill is, why it's important, how to develop it, and how to apply it. Among the skills covered are managing implementation, internal marketing, spotting trends, and winning back lost customers. New Interactive Case Analysis Tool AssignmentsCase Pilot interactive case analysis tool assignments.Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End of chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new,free,interactive case tool now available on www.prenhall.com/kotler . This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service, and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score al