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Framework for Marketing Management By Philip T. Kotler

Framework for Marketing Management

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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.

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Framework for Marketing Management Summary


Framework for Marketing Management: United States Edition by Philip T. Kotler

The Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology.

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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

GOR002741663
Framework for Marketing Management: United States Edition by Philip T. Kotler
Philip T. Kotler
Used - Very Good
Paperback
Pearson Education (US)
2006-04-18
384
0131452584
9780131452589
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.