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Framework for Marketing Management, A
ISBN: 9780136026600 | 0136026605
Edition: 4thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009
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For graduate and undergraduate marketing management courses. 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.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current mark... MORE
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current mark... MORE
| 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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