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Framework for Marketing Management, A

by: Kotler, Philip

Framework for Marketing Management, A

by: Kotler, Philip

ISBN 13:
9780131001176
ISBN 10:
0131001175
Edition: 2nd
Format: Paperback
Copyright: 01/01/2003
Publisher: Prentice Hall
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Framework for Marketing Management, A > ISBN13: 9780131001176

Summary

A Framework for Marketing Managementis a concise paperback adapted from Philip Kotler's #1 selling book,Marketing Management.A four-part organization covers understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. Readers will be able to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.For anyone interested in the field of marketingand its relationship with the consumer.

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.

II. ANALYSING MARKETING OPPORTUNITES.

4. Winning Markets through Strategic Planning, Implementation, and Control.
5. Understanding Markets, Market Demand, and the Marketing Environment.
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.

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.

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