Framework for Marketing Management / Edition 5

Framework for Marketing Management / Edition 5

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Prentice Hall
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Framework for Marketing Management / Edition 5

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.

Product Details

ISBN-13: 9780132539302
Publisher: Prentice Hall
Publication date: 03/14/2011
Pages: 360
Product dimensions: 7.40(w) x 9.00(h) x 0.60(d)

Table of Contents

Part IUnderstanding Marketing Management1
1.Defining Marketing for the Twenty-First Century1
Marketing Management at eBAY1
The New Economy2
Marketing Tasks4
Company Orientations Toward the Marketplace12
How Business and Marketing Are Changing18
Executive Summary19
2.Adapting Marketing to the New Economy23
Marketing Management at NTT DoCoMo23
The Major Drivers of the New Economy24
How Business Practices Are Changing25
How Marketing Practices Are Changing: E-Business26
How Marketing Practices Are Changing: Setting Up Web Sites30
How Marketing Practices Are Changing: Customer Relationship Marketing33
Executive Summary35
3.Building Customer Satisfaction, Value, and Retention37
Marketing Management at Caterpillar37
Defining Customer Value and Satisfaction38
The Nature of High-Performance Businesses41
Delivering Customer Value and Satisfaction43
Attracting and Retaining Customers44
Customer Profitability: The Ultimate Test50
Implementing Total Quality Management52
Executive Summary53
Part IIAnalyzing Marketing Opportunities57
4.Winning Markets Through Strategic Planning, Implementation, and Control57
Marketing Management at Starbucks57
Strategic Planning: Three Key Areas and Four Organizational Levels58
Corporate and Division Strategic Planning59
Business Strategic Planning65
The Marketing Process69
Managing the Marketing Process72
Executive Summary80
Case Pilot81
5.Understanding Markets, Market Demand, and the Marketing Environment85
Marketing Management at Tesco85
Supporting Marketing Decisions with Information, Intelligence, and Research86
Forecasting and Demand Measurement94
Macroenvironmental Trends and Forces99
Executive Summary106
Case Pilot107
6.Analyzing Consumer Markets and Buyer Behavior111
Marketing Management at Whirlpool111
How and Why Consumers Buy112
The Consumer Buying Decision Process120
Executive Summary127
7.Analyzing Business Markets and Buyer Behavior131
Marketing Management at Covisint131
What Is Organizational Buying?132
Participants in the Business Buying Process137
The Purchasing/Procurement Process141
Executive Summary144
Case Pilot145
8.Dealing with the Competition148
Marketing Management at Procter & Gamble148
Competitive Markets and Competitors149
Competitor Analysis154
The Competitive Intelligence System156
Designing Competitive Strategies158
Executive Summary167
9.Identifying Market Segments and Selecting Target Markets170
Marketing Management at Hallmark Cards170
Using Market Segmentation171
Segmenting Consumer and Business Markets175
Market Targeting Strategies181
Executive Summary185
Part IIIMaking Marketing Decisions188
10.Developing, Positioning, and Differentiating Products Through the Life Cycle188
Marketing Management at Red Bull188
Challenges in New Product Development189
Managing New Products: Ideas to Strategy190
Managing New Products: Development to Commercialization194
The Consumer Adoption Process197
Marketing Through the Product Life Cycle198
Positioning and Differentiating Strategy202
Executive Summary207
11.Setting Product and Brand Strategy211
Marketing Management at Arts & Entertainment (A&E) Network211
The Product and the Product Mix212
Product-Line Decisions215
Brand Decisions216
Packaging and Labeling224
Executive Summary225
12.Designing and Managing Services228
Marketing Management at E*Trade228
The Nature of Services229
Marketing Strategies for Service Firms231
Managing Product Support Services239
Executive Summary241
13.Designing Pricing Strategies and Programs244
Marketing Management at Intel244
Setting the Price245
Adapting the Price256
Initiating and Responding to Price Changes260
Executive Summary263
Part IVManaging and Delivering Marketing Programs266
14.Designing and Managing Value Networks and Marketing Channels266
Marketing Management at Carmax267
What Is a Value Network and Marketing Channel System?267
What Work Is Performed by Marketing Channels?268
Channel-Design Decisions271
Channel-Management Decisions275
Channel Dynamics278
Executive Summary282
15.Managing Retailing, Wholesaling, and Market Logistics284
Marketing Management at Mall of America284
Market Logistics294
Executive Summary299
16.Designing and Managing Integrated Marketing Communications302
Marketing Management at Yahoo!302
Developing Effective Marketing Communications303
Developing and Managing the Advertising Campaign312
Sales Promotion318
Public Relations322
Direct Marketing323
Executive Summary328
17.Managing the Sales Force332
Marketing Management at Tiffany332
Designing the Sales Force333
Managing the Sales Force337
Principles of Personal Selling341
Executive Summary345

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