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Framework for Marketing Management, A,9780136026600
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Framework for Marketing Management, A

by ;
Edition:
4th
ISBN13:

9780136026600

ISBN10:
0136026605
Format:
Paperback
Pub. Date:
1/1/2009
Publisher(s):
Prentice Hall
List Price: $140.00
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Summary

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.

Table of Contents

Understanding Marketing Management
Defining Marketing for the 21st Century
Developing and Implementing Marketing Strategies and Plans
Understanding Markets, Market Demand, and the Marketing Environment
Connecting with Customers
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Building Strong Brands
Creating Brand Equity
Crafting the Brand Positioning and Dealing with Competition
Shaping the Market Offerings
Setting Product Strategy and Marketing Through the Life Cycle
Designing and Managing Services
Developing Pricing Strategies and Programs
Delivering Value
Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics
Communicating Value
Designing and Managing Integrated Marketing Communications
Managing Mass Communications
Managing Personal Communications
Creating Successful Long-Term Growth
Managing Marketing in the Global Economy
Glossary
Table of Contents provided by Publisher. All Rights Reserved.


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