Framework for Marketing Management

ISBN-10: 0131001175

ISBN-13: 9780131001176

Edition: 2nd 2003 (Revised)

Authors: Philip Kotler

List price: $120.00
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Description:

The Internet is changing the way that consumers buy, and the way that companies buy from each other. This text represents a guide to these news ways of buying and selling, showing how marketers can make the most of the new technology.
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Book details

List price: $120.00
Edition: 2nd
Copyright year: 2003
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 363
Size: 7.50" wide x 9.00" long x 0.50" tall
Weight: 1.232
Language: English

Preface
Understanding Marketing Management
Defining Marketing for the Twenty-First Century
Marketing Management at eBAY
The New Economy
Marketing Tasks
Company Orientations Toward the Marketplace
How Business and Marketing Are Changing
Executive Summary
Notes
Adapting Marketing to the New Economy
Marketing Management at NTT DoCoMo
The Major Drivers of the New Economy
How Business Practices Are Changing
How Marketing Practices Are Changing: E-Business
How Marketing Practices Are Changing: Setting Up Web Sites
How Marketing Practices Are Changing: Customer Relationship Marketing
Executive Summary
Notes
Building Customer Satisfaction, Value, and Retention
Marketing Management at Caterpillar
Defining Customer Value and Satisfaction
The Nature of High-Performance Businesses
Delivering Customer Value and Satisfaction
Attracting and Retaining Customers
Customer Profitability: The Ultimate Test
Implementing Total Quality Management
Executive Summary
Notes
Analyzing Marketing Opportunities
Winning Markets Through Strategic Planning, Implementation, and Control
Marketing Management at Starbucks
Strategic Planning: Three Key Areas and Four Organizational Levels
Corporate and Division Strategic Planning
Business Strategic Planning
The Marketing Process
Managing the Marketing Process
Executive Summary
Case Pilot
Notes
Understanding Markets, Market Demand, and the Marketing Environment
Marketing Management at Tesco
Supporting Marketing Decisions with Information, Intelligence, and Research
Forecasting and Demand Measurement
Macroenvironmental Trends and Forces
Executive Summary
Case Pilot
Notes
Analyzing Consumer Markets and Buyer Behavior
Marketing Management at Whirlpool
How and Why Consumers Buy
The Consumer Buying Decision Process
Executive Summary
Notes
Analyzing Business Markets and Buyer Behavior
Marketing Management at Covisint
What Is Organizational Buying?
Participants in the Business Buying Process
The Purchasing/Procurement Process
Executive Summary
Case Pilot
Notes
Dealing with the Competition
Marketing Management at Procter & Gamble
Competitive Markets and Competitors
Competitor Analysis
The Competitive Intelligence System
Designing Competitive Strategies
Executive Summary
Notes
Identifying Market Segments and Selecting Target Markets
Marketing Management at Hallmark Cards
Using Market Segmentation
Segmenting Consumer and Business Markets
Market Targeting Strategies
Executive Summary
Notes
Making Marketing Decisions
Developing, Positioning, and Differentiating Products Through the Life Cycle
Marketing Management at Red Bull
Challenges in New Product Development
Managing New Products: Ideas to Strategy
Managing New Products: Development to Commercialization
The Consumer Adoption Process
Marketing Through the Product Life Cycle
Positioning and Differentiating Strategy
Executive Summary
Notes
Setting Product and Brand Strategy
Marketing Management at Arts & Entertainment (A&E) Network
The Product and the Product Mix
Product-Line Decisions
Brand Decisions
Packaging and Labeling
Executive Summary
Notes
Designing and Managing Services
Marketing Management at E*Trade
The Nature of Services
Marketing Strategies for Service Firms
Managing Product Support Services
Executive Summary
Notes
Designing Pricing Strategies and Programs
Marketing Management at Intel
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes
Executive Summary
Notes
Managing and Delivering Marketing Programs
Designing and Managing Value Networks and Marketing Channels
Marketing Management at Carmax
What Is a Value Network and Marketing Channel System?
What Work Is Performed by Marketing Channels?
Channel-Design Decisions
Channel-Management Decisions
Channel Dynamics
Executive Summary
Notes
Managing Retailing, Wholesaling, and Market Logistics
Marketing Management at Mall of America
Retailing
Wholesaling
Market Logistics
Executive Summary
Notes
Designing and Managing Integrated Marketing Communications
Marketing Management at Yahoo!
Developing Effective Marketing Communications
Developing and Managing the Advertising Campaign
Sales Promotion
Public Relations
Direct Marketing
Executive Summary
Notes
Managing the Sales Force
Marketing Management at Tiffany
Designing the Sales Force
Managing the Sales Force
Principles of Personal Selling
Executive Summary
Notes
Glossary
Index
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