ISBN13:978-0136026600 ISBN10: 0136026605 This edition has also been released as: ISBN13: 978-0136026679 ISBN10: 0136026672
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 com
munication, 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.
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. ...show less
Edition/Copyright:4TH 09 Cover: Paperback Publisher:Prentice Hall, Inc. Year Published: 2009 International: No
View 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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