Framework for Marketing Management & Custom Case Flyer Pkg.

by Kotler, Philip; Keller, Kevin

• ISBN13: 9780132303897
• ISBN10: 0132303892
• Edition: 3rd
• Format: Package
• Copyright: 2007-01-01
• Publisher: Prentice Hall

Summary

Framework for Marketing Management provides instructors with authoritative marketing theory and practices in a concise format that helps students adapt current marketing strategies. It's new modular format and streamlined approach offers greater flexibility in classes where outside cases, simulations, and projects are brought in.

Table of Contents

Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21 st Century Chapter 2: Developing and Implementing Marketing Strategies and Plans Chapter 3: Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Chapter 4: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Analyzing Consumer Markets Chapter 6: Analyzing Business Markets Chapter 7: Identifying Market Segments and Targets Part III: Building Strong Brands Chapter 8: Creating Brand Equity Chapter 9: Creating Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Chapter 10: Setting Product Strategy and Marketing Through the Life Cycle Chapter 11: Designing and Managing Services Chapter 12: Designing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Value Networks and Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing IMC Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in a Global Economy Glossary