A Framework for Marketing Management (Paperback)

A Framework for Marketing Management is a comprehensive book for management students. The book comprises of chapters on developing marketing strategies and plans, analyzing consumer markets, analyzing business markets, creating brand equity and managing retailing, wholesaling and logistics. In addition, the book consists of several case studies and projects for the readers to understand the complex concepts of marketing management better. This book is essential for students pursuing their postgraduate program in marketing management. About the Authors Philip Kotler is a Professor of International Marketing at the Kellogg School of Management. He completed his M.A. degree in economics from the University of Chicago and his Ph.D. in economics from the Massachusetts Institute of Technology. He has been working as a consultant with IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and multinational companies. Kevin Lane Keller a Professor of Marketing at the Tuck School of Business at Dartmouth College. He has taught in many premier B=schools including Stanford Graduate School of Business, the University of California, Berkeley and the University of North Carolina at Chapel Hill. He is also a branding consultant and speaks at industry conferences. Table of Contents 1. Defining Marketing for the 21st Century 2. Developing Marketing Strategies and Plans 3. Creating Long-term Loyalty Relationships 4. Analyzing Consumer Markets 5. Analyzing Business Markets 6. Identifying Market Segments and Targets 7. Creating Brand Equity 8. Crafting the Brand Positioning and Competing Effectively 10. Setting Product Strategy and Marketing Through the Life Cycle 11. Designing and Managing Services 12. Developing Pricing Strategies and Programs 13. Designing and Managing Integrated Marketing Channels 14. Managing Retailing, Wholesaling and Logistics 15. Designing and Managing Integrated Marketing Communications 16. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences and Public Relations 17. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling