A Framework for Marketing Management
International Edition
2nd Edition
Published on 3. December 2002
Book
Paperback/Softback
363 pages
978-0-13-120427-0 (ISBN)
Description
For undergraduate and MBA courses in Marketing Management and Marketing Strategy.
A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.
A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 230 mm
Width: 192 mm
Thickness: 15 mm
Weight
590 gr
ISBN-13
978-0-13-120427-0 (9780131204270)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
12/2007
3rd Edition
Pearson
€58.27
Article exhausted; check for reprint
Previous edition
Philip T. Kotler
A Framework for Marketing Management
Book
08/2000
Pearson
€48.35
Article exhausted; check for reprint
Content
I. UNDERSTANDING MARKETING MANAGEMENT.
1. Defining Marketing for the Twenty-First Century.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
II. ANALYSING MARKETING OPPORTUNITES.
4. Winning Markets Through Strategic Planning, Implementation, and Control.
5. Understanding Markets, Market Demand, and the Marketing Environment.
6. Analyzing Consumer Markets and Buyer Behavior.
7. Analyzing Business Markets and Buyer Behavior.
8. Dealing with the Competition.
9. Identifying Market Segments and Selecting Target Markets.
III. MAKING MARKETING DECISIONS.
10. Developing, Positioning, and Differentiating Products Through the Life Cycle.
11. Setting Product and Brand Strategy.
12. Designing and Managing Services.
13. Designing Pricing Strategies and Programs.
IV. MANAGING AND DELIVERING MARKETING PROGRAMS.
14. Designing and Managing Value Networks and Marketing Channels.
15. Managing Retailing, Wholesaling, and Market Logistics.
16. Designing and Managing Integrated Marketing Communications.
17. Managing the Sales Force.
1. Defining Marketing for the Twenty-First Century.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
II. ANALYSING MARKETING OPPORTUNITES.
4. Winning Markets Through Strategic Planning, Implementation, and Control.
5. Understanding Markets, Market Demand, and the Marketing Environment.
6. Analyzing Consumer Markets and Buyer Behavior.
7. Analyzing Business Markets and Buyer Behavior.
8. Dealing with the Competition.
9. Identifying Market Segments and Selecting Target Markets.
III. MAKING MARKETING DECISIONS.
10. Developing, Positioning, and Differentiating Products Through the Life Cycle.
11. Setting Product and Brand Strategy.
12. Designing and Managing Services.
13. Designing Pricing Strategies and Programs.
IV. MANAGING AND DELIVERING MARKETING PROGRAMS.
14. Designing and Managing Value Networks and Marketing Channels.
15. Managing Retailing, Wholesaling, and Market Logistics.
16. Designing and Managing Integrated Marketing Communications.
17. Managing the Sales Force.