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Contenido

A Framework for Marketing Management is a concise paperback adapted from Philip Kotlers #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.

   INDICE: Defining Marketing in the Twenty-First Century. Adapting Marketingto the New Economy. Building Customer Satisfaction, Value, and Retention. Winning Markets through Strategic Planning, Implementation, and Control. Understanding Markets, Market Demand, and the Marketing Environment. Analyzing Consumer Markets and Buyer Behavior. Analyzing Business Markets and Buyer Behavior. Dealing with the Competition. Identifying Market Segments and Selecting Target Markets. Developing, Differentiating, and Positioning Products through the Life Cycle. Managing Product Lines and Brands. Designing and Managing Services. Designing Pricing Strategies and Programs. Selecting and Managing Marketing Channels. Managing Retailing, Wholesaling, and Market Logistics. Designing and Managing Integrated Marketing Communications. Managing the Sales Force.

Detalles del artículo

• Páginas : 358
• Editorial : Prentice Hall
• Idioma : Inglés
• Fecha de Publicación : 01/01/2011
• ISBN: 9780273752516
• Encuadernación : Rústica
• Nº Volúmenes : 1
• Nº Edición : 5th.
• País de Publicación : Estados Unidos