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For courses in Marketing Management and
Marketing Strategy appropriate for undergraduate and graduate courses. A
Framework for Marketing Management has taken the basics from Kotler's
successful Marketing Management text and synthesized it into a concise,
power-packed version, without excess clutter. It includes all the
elements of a successful marketing text such as how to analyze the
market, develop strategies, and deliver and manage successful marketing
programs. This streamlined approach offers greater classroom flexibility
and allows for the seamless integration of CD-ROM simulations, cases,
or internet activities.
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| Table of Content |
I. UNDERSTANDING MARKETING MANAGEMENT. 1. Marketing in the
Twenty-First Century. 2. Building Customer Satisfaction, Value, and
Retention. 3. Winning Markets through Strategic Planning,
Implementation, and Control. II. ANALYZING MARKETING OPPORTUNITIES. 4.
Understanding Markets, Market Demand, and the Marketing Environment. 5.
Analyzing Consumer Markets and Buyer Behavior. 6. Analyzing Business
Markets and Buyer Behavior. 7. Dealing with the Competition. 8.
Identifying Market Segments and Selecting Target Markets. III. MAKING
MARKETING DECISIONS. 9. Developing, Differentiating, and Positioning
Products through the Life Cycle. 10. Managing Product Lines and Brands.
11. Designing and Managing Services. 12. Designing Pricing Strategies
and Programs. IV. MANAGING AND DELIVERING MARKETING PROGRAMS. 13.
Selecting and Managing Marketing Channels. 14. Managing Retailing,
Wholesaling, and Market Logistics. 15. Designing and Managing Integrated
Marketing Communications. 16. Managing the Sales Force. 17. Managing
Direct and On-Line Marketing. |