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A Framework for  Marketing Management By Philip T. Kotler

A Framework for Marketing Management by Philip T. Kotler

Condition - Very Good
$18.99
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Summary

This text takes the basics from Kotler's successful book, "Marketing Management", synthesizing it into a concise version. Subjects discussed include: how to analyze the market; developing strategies; and delivering and managing successful marketing programmes.

A Framework for Marketing Management Summary

A Framework for Marketing Management by Philip T. Kotler

For courses in Marketing Management and Marketing Strategy appropriate for undergraduate and graduate courses.

A Framework for Marketing Management has taken the basics from Kotler's successful Marketing Management text and synthesized it into a concise, power-packed version, without excess clutter. It includes all the elements of a successful marketing text such as how to analyze the market, develop strategies, and deliver and manage successful marketing programs. This streamlined approach offers greater classroom flexibility and allows for the seamless integration of CD-ROM simulations, cases, or internet activities.

Table of Contents

I. UNDERSTANDING MARKETING MANAGEMENT.

1. Marketing in the Twenty-First Century.
2. Building Customer Satisfaction, Value, and Retention.
3. Winning Markets through Strategic Planning, Implementation, and Control.

II. ANALYZING MARKETING OPPORTUNITIES.

4. Understanding Markets, Market Demand, and the Marketing Environment.
5. Analyzing Consumer Markets and Buyer Behavior.
6. Analyzing Business Markets and Buyer Behavior.
7. Dealing with the Competition.
8. Identifying Market Segments and Selecting Target Markets.

III. MAKING MARKETING DECISIONS.

9. Developing, Differentiating, and Positioning Products through the Life Cycle.
10. Managing Product Lines and Brands.
11. Designing and Managing Services.
12. Designing Pricing Strategies and Programs.

IV. MANAGING AND DELIVERING MARKETING PROGRAMS.

13. Selecting and Managing Marketing Channels.
14. Managing Retailing, Wholesaling, and Market Logistics.
15. Designing and Managing Integrated Marketing Communications.
16. Managing the Sales Force.
17. Managing Direct and On-Line Marketing.

Additional information

GOR001377914
9780130185259
0130185256
A Framework for Marketing Management by Philip T. Kotler
Used - Very Good
Paperback
Pearson Education (US)
2000-07-19
352
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

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