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Framework for Marketing Management, A
ISBN: 9780131001176 | 0131001175
Edition: 2ndFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2003
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For undergraduate and MBA courses in Marketing Management and Marketing Strategy. A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.
A Fram... MORE
A Fram... MORE
I. UNDERSTANDING MARKETING MANAGEMENT.
1. Defining Marketing in the Twenty-First Century.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
II. ANALYSING MARKETING OPPORTUNITES.
4. Winning Markets through Strategic Planning, Implementation, and Control.
5. Understanding Markets, Market Demand, and the Marketing E... MORE
6. Analyzing Consumer Markets and Buyer Behavior.
7. Analyzing Business Markets and Buyer Behavior.
8. Dealing with the Competition.
9. Identifying Market Segments and Selecting Target Markets.
5. Understanding Markets, Market Demand, and the Marketing E... MORE
6. Analyzing Consumer Markets and Buyer Behavior.
7. Analyzing Business Markets and Buyer Behavior.
8. Dealing with the Competition.
9. Identifying Market Segments and Selecting Target Markets.
III. MAKING MARKETING DECISIONS.
10. Developing, Differentiating, and Positioning Products through the Life Cycle.
11. Managing Product Lines and Brands.
12. Designing and Managing Services.
13. Designing Pricing Strategies and Programs.
11. Managing Product Lines and Brands.
12. Designing and Managing Services.
13. Designing Pricing Strategies and Programs.
IV. MANAGING AND DELIVERING MARKETING PROGRAMS.
14. Selecting and Managing Marketing Channels.
15. Managing Retailing, Wholesaling, and Market Logistics.
16. Designing and Managing Integrated Marketing Communications.
17. Managing the Sales Force.
15. Managing Retailing, Wholesaling, and Market Logistics.
16. Designing and Managing Integrated Marketing Communications.
17. Managing the Sales Force.
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