A Framework for Marketing Management

by Kotler, Philip

• ISBN13: 9780130185259
• ISBN10: 0130185256
• Edition: 1st
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Prentice Hall

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