Framework for Marketing Management: Integrated PharmaSim Simulation Experience (

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		Framework for Marketing Management: Integrated PharmaSim Simulation Experience (
		Framework for Marketing Management: Integrated PharmaSim Simulation Experience (

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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