A Framework for Marketing Management, 4/e
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 want the flexibility to add outside cases, simulations, or projects.
Table of Content
Part I: Understanding Marketing Management
- Defining Marketing for the 21st Century
- Developing and Implementing Marketing Strategies and Plans
- Understanding Markets, Market Demand, and the Marketing Environment
Part II: Connecting with Customers
- Creating Customer Value, Satisfaction, and Loyalty
- Analyzing Consumer Markets
- Analyzing Business Markets
- Identifying Market Segments and Targets
Part III: Building Strong Brands
- Creating Brand Equity
- Crafting the Brand Positioning and Dealing with Competition
Part IV: Shaping the Market Offerings
- Setting Product Strategy and Marketing Through the Life Cycle
- Designing and Managing Services
- Developing Pricing Strategies and Programs
Part V: Delivering Value
- Designing and Managing Integrated Marketing Channels
- Managing Retailing, Wholesaling, and Logistics
Part VI: Communicating Value
- Designing and Managing Integrated Marketing Communications
- Managing Mass Communications
- Managing Personal Communications
Part VII: Creating Successful Long-Term Growth
- Managing Marketing in the Global Economy
Glossary
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Salient Features
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