Framework for Marketing Management, A

by Kotler, Phil; Keller, Kevin

• ISBN13: 9780136026600
• ISBN10: 0136026605
• Additional ISBN(s): 9780132539302
• Edition: 4th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall
• More Book Details
• Purchase Benefits

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.