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Framework for Marketing Management

Framework for Marketing Management - 4th edition

ISBN13: 978-0136026600

Cover of Framework for Marketing Management 4TH 09 (ISBN 978-0136026600)
ISBN13: 978-0136026600
ISBN10: 0136026605
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Edition/Copyright: 4TH 09
Publisher: Prentice Hall, Inc.
Published: 2009
International: No

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Framework for Marketing Management - 4TH 09 edition

ISBN13: 978-0136026600

Philip Kotler and Kevin Keller

ISBN13: 978-0136026600
ISBN10: 0136026605
Cover type:
Edition/Copyright: 4TH 09
Publisher: Prentice Hall, Inc.

Published: 2009
International: No
Summary

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. Development of marketing strategies, market demand and environments, creating customer value, analysis of consumer markets, market segmentation, brand loyalty, the Product Life Cycle, managing mass communication, and marketing management in the global economy. This text is for companies, groups, and individuals who want to adapt their marketing strategies and management to the marketplace of the twenty-first century.

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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