基本信息出版社：Prentice Hall
页码：432 页
出版日期：2008年09月
ISBN：0136083447
International Standard Book Number：0136083447
条形码：9780136083443
EAN：9780136083443
版本：4
装帧：平装
正文语种：英语

内容简介

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 who 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.

目录
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: Crafting the Brand 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: Developing Pricing Strategies and Programs

Part V: Delivering Value

Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics

Part VI: Communicating Value

Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications

Part VII: Creating Successful Long-Term Growth

Chapter 18: Managing Marketing in the Global Economy

Glossary

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