Synopses & Reviews
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.
Development of marketing strategies, market demand and environments, creating customer value, analysis of consumer markets, market segmentation, brand loyalty, the Product Life Cycle, managing mass communication, and marketing management in the global economy.
This text is for companies, groups, and individuals who want to adapt their marketing strategies and management to the marketplace of the twenty-first century.
Synopsis
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.
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