Framework for Marketing Management
International Edition
3rd Edition
Published on 19. December 2007
Book
Paperback/Softback
384 pages
978-0-13-230142-8 (ISBN)
Description
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 provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.
More details
Edition
3rd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 229 mm
Width: 196 mm
Thickness: 14 mm
Weight
596 gr
ISBN-13
978-0-13-230142-8 (9780132301428)
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
05/2008
4th Edition
Pearson
€59.51
Article exhausted; check for reprint
Previous edition
Book
12/2002
2nd Edition
Pearson
€57.03
Article exhausted; check for reprint
Content
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
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