Framework for Marketing Management

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.

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.

Part I:  Understanding Marketing Management

Chapter 1:  Defining Marketing for the 21^st 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