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A Framework for Marketing Management Philip T. Kotler

A Framework for Marketing Management By Philip T. Kotler

A Framework for Marketing Management by Philip T. Kotler

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Condition - Very Good
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Summary

For undergraduate and MBA courses in Marketing Management and Marketing Strategy. This book focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs.

A Framework for Marketing Management Summary

A Framework for Marketing Management: International Edition by Philip T. Kotler

For undergraduate and MBA courses in Marketing Management and Marketing Strategy.

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.

Table of Contents

I. UNDERSTANDING MARKETING MANAGEMENT.

1. Defining Marketing for the Twenty-First Century.
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.

II. ANALYSING MARKETING OPPORTUNITES.

4. Winning Markets Through Strategic Planning, Implementation, and Control.
5. Understanding Markets, Market Demand, and the Marketing Environment.
6. Analyzing Consumer Markets and Buyer Behavior.
7. Analyzing Business Markets and Buyer Behavior.
8. Dealing with the Competition.
9. Identifying Market Segments and Selecting Target Markets.

III. MAKING MARKETING DECISIONS.

10. Developing, Positioning, and Differentiating Products Through the Life Cycle.
11. Setting Product and Brand Strategy.
12. Designing and Managing Services.
13. Designing Pricing Strategies and Programs.

IV. MANAGING AND DELIVERING MARKETING PROGRAMS.

14. Designing and Managing Value Networks and Marketing Channels.
15. Managing Retailing, Wholesaling, and Market Logistics.
16. Designing and Managing Integrated Marketing Communications.
17. Managing the Sales Force.

Additional information

GOR004531846
9780131204270
0131204270
A Framework for Marketing Management: International Edition by Philip T. Kotler
Philip T. Kotler
Used - Very Good
Paperback
Pearson Education (US)
2002-11-01
363
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - A Framework for Marketing Management