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Framework for Marketing Management

Framework for Marketing Management - 5th edition

ISBN13: 978-0132539302

Cover of Framework for Marketing Management 5TH 12 (ISBN 978-0132539302)
ISBN13: 978-0132539302
ISBN10: 0132539306
Edition: 5TH 12
Copyright: 2012
Publisher: Prentice Hall, Inc.
Published: 2012
International: No

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Framework for Marketing Management - 5TH 12 edition

ISBN13: 978-0132539302

Philip Kotler

ISBN13: 978-0132539302
ISBN10: 0132539306
Edition: 5TH 12
Copyright: 2012
Publisher: Prentice Hall, Inc.
Published: 2012
International: No
Summary

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

Table of Contents

Table of Contents Preface Pt. I Understanding Marketing Management 1 1 Defining Marketing for the Twenty-First Century 1 2 Adapting Marketing to the New Economy 23 3 Building Customer Satisfaction, Value, and Retention 37 Pt. II Analyzing Marketing Opportunities 57 4 Winning Markets Through Strategic Planning, Implementation, and Control 57 5 Understanding Markets, Market Demand, and the Marketing Environment 85 6 Analyzing Consumer Markets and Buyer Behavior 111 7 Analyzing Business Markets and Buyer Behavior 131 8 Dealing with the Competition 148 9 Identifying Market Segments and Selecting Target Markets 170 Pt. III Making Marketing Decisions 188 10 Developing, Positioning, and Differentiating Products Through the Life Cycle 188 11 Setting Product and Brand Strategy 211 12 Designing and Managing Services 228 13 Designing Pricing Strategies and Programs 244 Pt. IV Managing and Delivering Marketing Programs 266 14 Designing and Managing Value Networks and Marketing Channels 266 15 Managing Retailing, Wholesaling, and Market Logistics 284 16 Designing and Managing Integrated Marketing Communications 302 17 Managing the Sales Force 332 Glossary 349 Index 353
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