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Framework for Marketing Management, A,9780131452589
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Framework for Marketing Management, A

by ;
Edition:
4th
ISBN13:

9780131452589

ISBN10:
0131452584
Format:
Paperback
Pub. Date:
1/1/2009
Publisher(s):
Prentice Hall
List Price: $132.00
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Summary

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. Framework for Marketing Managementprovides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.

Table of Contents

Preface xv
Part I UNDERSTANDING MARKETING MANAGEMENT
1(62)
Defining Marketing for the Twenty-First Century
1(20)
The Importance of Marketing
2(1)
The Scope of Marketing
2(4)
What Is Marketing?
3(1)
Exchange and Transactions
3(1)
What Is Marketed?
4(1)
Marketers and Markets
5(1)
Company Orientations Toward the Marketplace
6(6)
The Production Concept
6(1)
The Product Concept
7(1)
The Selling Concept
7(1)
The Marketing Concept
7(1)
The Holistic Marketing Concept
8(4)
Fundamental Marketing Concepts, Trends, and Tasks
12(5)
Core Concepts
12(3)
Marketing Management Tasks
15(2)
Executive Summary
17(1)
Notes
18(3)
Developing and Implementing Marketing Strategies and Plans
21(19)
Marketing and Customer Value
22(4)
The Value Delivery Process
22(1)
The Value Chain
23(1)
Core Competencies
24(1)
A Holistic Marketing Orientation and Customer Value
25(1)
Corporate and Division Strategic Planning
26(3)
Defining the Corporate Mission
26(1)
Establishing Strategic Business Units (SBUs)
27(1)
Assessing Growth Opportunities
28(1)
Organization and Organizational Culture
29(1)
Business Unit Strategic Planning
29(4)
Business Mission
30(1)
SWOT Analysis
30(1)
Goal Formulation
31(1)
Strategy Formulation
31(1)
Program Formulation and Implementation
32(1)
Feedback and Control
33(1)
The Nature and Contents of a Marketing Plan
33(1)
Measuring Marketing Performance
34(3)
Using Marketing Metrics
34(1)
Measuring Marketing Plan Performance
35(1)
Using Profitability Analysis
36(1)
Executive Summary
37(1)
Notes
38(2)
Understanding Markets, Market Demand, and the Marketing Environment
40(23)
Supporting Marketing Decisions With Information, Intelligence, and Research
41(7)
Internal Records
41(1)
Marketing Intelligence System
42(1)
Marketing Research System
42(6)
Forecasting and Demand Measurement
48(4)
Which Market to Measure?
48(1)
Demand Measurement
49(1)
Company Demand and Sales Forecast
50(1)
Estimating Current Demand
50(1)
Estimating Future Demand
51(1)
Macroenvironmental Trends and Forces
52(8)
Demographic Environment
53(2)
Economic Environment
55(1)
Social-Cultural Environment
56(2)
Natural Environment
58(1)
Technological Environment
58(1)
Political-Legal Environment
59(1)
Executive Summary
60(1)
Notes
61(2)
Part II CONNECTING WITH CUSTOMERS
63(72)
Creating Customer Value, Satisfaction, and Loyalty
63(20)
Defining Customer Value and Satisfaction
64(4)
Customer Perceived Value
64(2)
Total Customer Satisfaction
66(1)
Measuring Satisfaction
66(2)
Product and Service Quality
68(1)
Maximizing Customer Lifetime Value
68(4)
Customer Profitability and Competitive Advantage
69(1)
Measuring Customer Lifetime Value
70(1)
Customer Equity
71(1)
Cultivating Customer Relationships
72(7)
Attracting, Retaining, and Growing Customers
72(3)
Building Loyalty
75(1)
Reducing Customer Defection
75(1)
Forming Strong Customer Bonds
76(1)
Customer Databases and Database Marketing
77(2)
Executive Summary
79(1)
Notes
80(3)
Analyzing Consumer Markets
83(18)
What Influences Consumer Behavior?
84(7)
Cultural Factors
84(1)
Social Factors
85(2)
Personal Factors
87(1)
Key Psychological Processes
88(3)
The Buying Decision Process: The Five-Stage Model
91(6)
Problem Recognition
92(1)
Information Search
92(1)
Evaluation of Alternatives
93(1)
Purchase Decisions
94(1)
Postpurchase Behavior
95(2)
Executive Summary
97(1)
Notes
98(3)
Analyzing Business Markets
101(15)
What Is Organizational Buying?
102(4)
The Business Market Versus the Consumer Market
102(1)
Institutional and Organizational Markets
102(2)
Buying Situations
104(1)
Systems Buying and Selling
105(1)
Participants In the Business Buying Process
106(3)
The Buying Center
106(1)
Buying Center Influences
106(2)
Buying Center Targeting
108(1)
Stages In the Business Buying Process
109(4)
Problem Recognition
109(1)
General Need Description and Product Specification
109(1)
Supplier Search
110(1)
Proposal Solicitation
110(1)
Supplier Selection
111(1)
Order-Routine Specification
111(1)
Performance Review
112(1)
Business Relationships: Risks and Opportunism
112(1)
Executive Summary
113(1)
Notes
114(2)
Identifying Market Segments and Targets
116(19)
Levels of Market Segmentation
117(3)
Segment Marketing
117(1)
Niche Marketing
117(1)
Local Marketing
118(1)
Customerization
118(1)
Patterns of Market Segmentation
119(1)
Segmenting Consumer and Business Markets
120(7)
Bases for Segmenting Consumer Markets
120(5)
Bases for Segmenting Business Markets
125(2)
Market Targeting
127(5)
Effective Segmentation Criteria
127(1)
Evaluating and Selecting Market Segments
128(3)
Additional Considerations
131(1)
Executive Summary
132(1)
Notes
132(3)
Part III BUILDING STRONG BRANDS
135(42)
Creating Brand Equity
135(19)
What Is Brand Equity?
136(2)
The Role of Brands
136(1)
The Scope of Branding
136(1)
Defining Brand Equity
137(1)
Brand Equity as a Bridge
138(1)
Building Brand Equity
138(5)
Choosing Brand Elements
139(1)
Designing Holistic Marketing Activities
140(2)
Leveraging Secondary Associations
142(1)
Measuring Brand Equity
143(1)
Brand Audits
143(1)
Brand Tracking
143(1)
Brand Valuation
144(1)
Managing Brand Equity
144(2)
Brand Reinforcement
144(1)
Brand Revitalization
144(1)
Brand Crisis
145(1)
Developing A Brand Strategy
146(4)
The Branding Decision: To Brand or Not to Brand?
146(2)
Brand Extensions
148(1)
Brand Portfolios
149(1)
Executive Summary
150(1)
Notes
151(3)
Creating Positioning and Dealing with Competition
154(23)
Developing and Communicating a Positioning Strategy
155(4)
Competitive Frame of Reference
156(1)
Points-of-Parity and Points-of-Difference
156(1)
Establishing Category Membership
157(1)
Choosing POPs and PODs
157(1)
Creating POPs and PODs
158(1)
Differentiation Strategies
159(2)
Product Differentiation
159(1)
Services Differentiation
160(1)
Personnel Differentiation
161(1)
Channel Differentiation
161(1)
Image Differentiation
161(1)
Competitive Forces and Competitors
161(4)
Identifying Competitors
162(1)
Industry Concept of Competition
163(1)
Market Concept of Competition
164(1)
Analyzing Competitors
165(2)
Strategies
166(1)
Objectives
166(1)
Strengths and Weaknesses
166(1)
Selecting Competitors
167(1)
Competitive Strategies
167(6)
Market-Leader Strategies
167(3)
Other Competitive Strategies
170(2)
Market-Follower Strategies
172(1)
Market-Nicher Strategies
172(1)
Balancing Customer and Competitor Orientations
172(1)
Executive Summary
173(1)
Notes
174(3)
Part IV SHAPING THE MARKET OFFERINGS
177(62)
Setting Product Strategy and Marketing Through the Life Cycle
177(23)
Product Characteristics and Classifications
178(2)
Product Levels
178(1)
Product Classifications
179(1)
Product Relationships
180(2)
Product-Line Analysis
180(1)
Product-Line Length
181(1)
Line Modernization, Featuring, and Pruning
181(1)
Packaging, Labeling, Warranties, and Guarantees
182(1)
Packaging
182(1)
Labeling
183(1)
Warranties and Guarantees
183(1)
Managing New Products
183(7)
Why New Products Fail---and Succeed
184(1)
New Product Development
185(5)
The Consumer Adoption Process
190(2)
Stages in the Adoption Process
191(1)
Factors Influencing the Adoption Process
191(1)
Marketing Through the Product Life Cycle
192(4)
Product Life Cycles
192(1)
Marketing Strategies: Introduction Stage and the Pioneer Advantage
193(1)
Marketing Strategies: Growth Stage
193(1)
Marketing Strategies: Maturity Stage
194(1)
Marketing Strategies: Decline Stage
194(2)
Critique of the Product Life-Cycle Concept
196(1)
Executive Summary
196(1)
Notes
197(3)
Designing and Managing Services
200(17)
The Nature of Services
201(3)
Categories of Service Mix
201(1)
Distinctive Characteristics of Services
202(2)
Marketing Strategies for Service Firms
204(4)
A Shifting Customer Relationship
204(1)
Holistic Marketing for Services
205(1)
Differentiating Services
206(1)
Developing Brand Strategies for Services
207(1)
Managing Service Quality
208(4)
Customer Expectations
208(1)
Best Practices of Service-Quality Management
209(3)
Managing Product Support Services
212(1)
Identifying and Satisfying Customer Needs
212(1)
Post-Sale Service Strategy
213(1)
Executive Summary
213(1)
Notes
214(3)
Developing Pricing Strategies and Programs
217(22)
Understanding Pricing
218(1)
How Companies Price
218(1)
Consumer Psychology and Pricing
218(1)
Setting the Price
219(11)
Step 1: Selecting the Pricing Objective
220(1)
Step 2: Determining Demand
220(2)
Step 3: Estimating Costs
222(1)
Step 4: Analyzing Competitors' Costs, Prices, and Offers
223(1)
Step 5: Selecting a Pricing Method
224(5)
Step 6: Selecting the Final Price
229(1)
Adapting the Price
230(3)
Geographical Pricing
230(1)
Price Discounts and Allowances
230(1)
Promotional Pricing
231(1)
Differentiated Pricing
232(1)
Product-Mix Pricing
232(1)
Initiating and Responding to Price Changes
233(3)
Initiating Price Cuts
233(1)
Initiating Price Increases
233(1)
Reactions to Price Changes
234(1)
Responding to Competitors' Price Changes
234(2)
Executive Summary
236(1)
Notes
236(3)
Part V DELIVERING VALUE
239(39)
Designing and Managing Value Networks and Channels
239(20)
Marketing Channels and Value Networks
240(1)
The Importance of Channels
240(1)
Value Networks
241(1)
The Role of Marketing Channels
241(4)
Channel Functions and Flows
242(2)
Channel Levels
244(1)
Service Sector Channels
245(1)
Channel-Design Decisions
245(3)
Analyzing Customers' Desired Service Output Levels
245(1)
Establishing Objectives and Constraints
245(1)
Identifying Major Channel Alternatives
246(1)
Evaluating the Major Alternatives
247(1)
Channel-Management Decisions
248(3)
Selecting Channel Members
248(1)
Training Channel Members
248(1)
Motivating Channel Members
249(1)
Evaluating Channel Members
249(1)
Modifying Channel Arrangements
249(2)
Channel Dynamics
251(3)
Vertical Marketing Systems
251(1)
Horizontal Marketing Systems
252(1)
Multichannel Marketing Systems
252(1)
Conflict, Cooperation, and Competition
252(2)
Legal and Ethical Issues in Channel Relations
254(1)
E-Commerce Marketing Practices
254(2)
Pure-Click Companies
255(1)
Brick-and-Click Companies
255(1)
Executive Summary
256(1)
Notes
256(3)
Managing Retailing, Wholesaling, and Logistics
259(19)
Retailing
260(6)
Types of Retailers
260(2)
Retailer Marketing Decisions
262(3)
Trends in Retailing
265(1)
Private Labels
266(1)
House Brands
266(1)
The Private Label Threat
267(1)
Wholesaling
267(3)
The Growth and Types of Wholesaling
268(1)
Wholesaler Marketing Decisions
269(1)
Trends in Wholesaling
270(1)
Market Logistics
270(5)
Integrated Logistics Systems
270(2)
Market-Logistics Objectives
272(1)
Market-Logistics Decisions
273(2)
Market Logistics Lessons
275(1)
Executive Summary
275(1)
Notes
276(2)
Part VI COMMUNICATING VALUE
278(53)
Designing and Managing Integrated Marketing Communications
278(16)
The Role of Marketing Communications
279(3)
Marketing Communications and Brand Equity
279(1)
Communications Process Models
280(2)
Developing Effective Communications
282(6)
Identify the Target Audience
283(1)
Determine the Communications Objectives
283(1)
Design the Communications
283(2)
Select the Communications Channels
285(2)
Establish the Total Marketing Communications Budget
287(1)
Deciding on the Marketing Communications Mix
288(2)
Characteristics of the Marketing Communications Mix
288(1)
Factors in Setting the Marketing Communications Mix
289(1)
Measuring Communication Results
290(1)
Managing the Integrated Marketing Communications Process
290(1)
Coordinating Media
290(1)
Implementing IMC
291(1)
Executive Summary
291(1)
Notes
292(2)
Managing Mass Communications
294(19)
Developing and Managing an Advertising Program
295(7)
Setting the Objectives
295(1)
Deciding on the Advertising Budget
296(1)
Developing the Advertising Campaign
296(1)
Deciding on Media and Measuring Effectiveness
297(5)
Sales Promotion
302(4)
Purpose of Sales Promotion
302(1)
Major Decisions
303(3)
Events and Experiences
306(2)
Events Objectives
306(1)
Major Decisions
307(1)
Public Relations
308(1)
Marketing Public Relations
308(1)
Major Decisions in Marketing PR
308(1)
Executive Summary
309(1)
Notes
310(3)
Managing Personal Communications
313(18)
Direct Marketing
314(3)
The Benefits of Direct Marketing
314(1)
Direct Mail
314(1)
Catalog Marketing
315(1)
Telemarketing
316(1)
Other Media for Direct-Response Marketing
316(1)
Interactive Marketing
317(2)
The Benefits of Interactive Marketing
317(1)
Designing an Attractive Web Site
317(1)
Placing Ads and Promotion Online
318(1)
E-Marketing Guidelines
319(1)
Designing the Sales Force
319(4)
Sales Force Objectives and Strategy
320(1)
Sales Force Structure
321(1)
Sales Force Size
321(1)
Sales Force Compensation
322(1)
Managing the Sales Force
323(3)
Recruiting and Selecting Sales Representatives
323(1)
Training and Supervising Sales Representatives
324(1)
Sales Rep Productivity
324(1)
Motivating Sales Representatives
325(1)
Evaluating Sales Representatives
326(1)
Principles of Personal Selling
326(1)
Negotiation
326(1)
Relationship Marketing
327(1)
Executive Summary
327(1)
Notes
328(3)
Part VII CREATING SUCCESSFUL LONG-TERM GROWTH
331(16)
Managing Marketing in the Global Economy
331(16)
Managing Global Marketing
332(5)
Deciding Whether to Go Abroad
332(1)
Deciding Which Markets to Enter
333(1)
Deciding How to Enter the Market
334(1)
Deciding on the Marketing Program
335(2)
Internal Marketing
337(3)
Organizing the Marketing Department
337(3)
Relations with Other Departments
340(1)
Managing the Marketing Process
340(4)
Evaluation and Control
341(1)
Efficiency Control
342(1)
Strategic Control
342(2)
Executive Summary
344(1)
Notes
344(3)
Glossary 347(6)
Index 353


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