FRAMEWORK FOR MARKETING MANAGEMENT

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Ouvrage 0-13-018525-6 : FRAMEWORK FOR MARKETING MANAGEMENT
Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs. Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.
Table of Contents
I. UNDERSTANDING MARKETING MANAGEMENT.
1. Marketing in the Twenty-first Century. 2. Building Customer Satisfaction through Quality, Service and Value.
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 Buyer Behavior. 6. Analyzing Business Buying Behavior. 7. Dealing with the Competition. 8. Identifying Market Segments and Selecting Target Markets.
III. DEVELOPING MARKETING STRATEGIES.
9. Developing, Differentiating, and Positioning Products.
IV. SHAPING THE MARKET OFFERING.
10. Managing Product Lines and Brands. 11. Designing and Managing Services. 12. Designing Pricing Strategies and Programs.
V. 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.

Auteur : KOTLER
Editeur : PRENTICE HALL
Nombre de pages : 300
Date de publication : 09 2000

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