A Framework for Marketing Management
International Edition
4th Edition
Published on 8. May 2008
Book
Paperback/Softback
384 pages
978-0-13-713184-6 (ISBN)
Description
For graduate and undergraduate marketing management courses.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.
More details
Edition
4th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 235 mm
Width: 210 mm
Thickness: 15 mm
Weight
570 gr
ISBN-13
978-0-13-713184-6 (9780137131846)
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
Philip Kotler | Kevin Lane Keller
Framework for Marketing Management :Global Edition
Book
04/2011
5th Edition
Pearson Education Limited
€68.19
Article exhausted; check for reprint
Previous edition
Book
12/2007
3rd Edition
Pearson
€58.27
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: Crafting the Brand 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: Developing Pricing Strategies and Programs
Part V: Delivering Value
Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
Chapter 18: Managing Marketing in the 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: Crafting the Brand 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: Developing Pricing Strategies and Programs
Part V: Delivering Value
Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
Chapter 18: Managing Marketing in the Global Economy
Glossary