For graduate and undergraduate marketing management courses.
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.
Table of Contents
Table of Contents
Preface
Pt. I Understanding Marketing Management 1
1 Defining Marketing for the Twenty-First Century 1
2 Adapting Marketing to the New Economy 23
3 Building Customer Satisfaction, Value, and Retention 37
Pt. II Analyzing Marketing Opportunities 57
4 Winning Markets Through Strategic Planning, Implementation, and Control 57
5 Understanding Markets, Market Demand, and the Marketing Environment 85
6 Analyzing Consumer Markets and Buyer Behavior 111
7 Analyzing Business Markets and Buyer Behavior 131
8 Dealing with the Competition 148
9 Identifying Market Segments and Selecting Target Markets 170
Pt. III Making Marketing Decisions 188
10 Developing, Positioning, and Differentiating Products Through the Life Cycle 188
11 Setting Product and Brand Strategy 211
12 Designing and Managing Services 228
13 Designing Pricing Strategies and Programs 244
Pt. IV Managing and Delivering Marketing Programs 266
14 Designing and Managing Value Networks and Marketing Channels 266
15 Managing Retailing, Wholesaling, and Market Logistics 284
16 Designing and Managing Integrated Marketing Communications 302
17 Managing the Sales Force 332
Glossary 349
Index 353
