Overview

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 who want the flexibility to add outside cases, simulations, or projects.

Full Product Details

Author:   Philip Kotler ,  Kevin Lane Keller ,  Interpretive Simulations
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   4th edition
Dimensions:   Width: 22.80cm , Height: 1.80cm , Length: 19.00cm
Weight:   0.565kg
ISBN:  

9780136083443

ISBN 10:   0136083447
Pages:   432
Publication Date:   17 September 2008
Audience:   College/higher education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Part I: Understanding Marketing Management Chapter 1: Defining Marketing for the 21st 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: Crafting the Brand 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: Developing Pricing Strategies and Programs Part V: Delivering Value Chapter 13: Designing and Managing Integrated Marketing Channels Chapter 14: Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Chapter 15: Designing and Managing Integrated Marketing Communications Chapter 16: Managing Mass Communications Chapter 17: Managing Personal Communications Part VII: Creating Successful Long-Term Growth Chapter 18: Managing Marketing in the Global Economy Glossary

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