Framework for Marketing Management: United States Edition by Philip T. Kotler
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Framework for Marketing Management
Summary
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.
Framework for Marketing Management provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.
Framework for Marketing Management Summary
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: Creating 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: Designing Pricing Strategies and Programs
Part V: Delivering Value
Chapter 13: Designing and Managing Value Networks and Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
Chapter 15: Designing and Managing IMC
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
Chapter 18: Managing Marketing in a Global Economy
Glossary
Additional information
GOR004711421
9780131452589
0131452584
Framework for Marketing Management: United States Edition by Philip T. Kotler
Used - Good
Paperback
Pearson Education (US)
2006-05-18
384
N/A
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