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Framework for Marketing Management: Integrated PharmaSim Simulation Experience

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en Limba Engleză Carte Paperback – 25 Aug 2008
For graduate and undergraduate marketing management courses.
 
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.
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Specificații

ISBN-13: 9780136083443
ISBN-10: 0136083447
Pagini: 432
Dimensiuni: 191 x 235 x 19 mm
Greutate: 0.64 kg
Ediția: Nouă
Editura: Pearson Education
Colecția Prentice Hall
Locul publicării: Upper Saddle River, United States

Cuprins

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

Caracteristici

For graduate and undergraduate marketing management courses.
 
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 the want the flexibility to add outside cases, simulations, or projects.

Concise Flexibility
 
With only 384 pages, this text allows instructors to present an authoritative account of current marketing management practices and theory, while leaving room to incorporate outside cases, simulations, and projects.
 
TOPICS OF DISTINCTION
 
Chapter Openers: The Real-World
 
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize.  Some corporations include:
  • Mayo Clinic
  • ESPN
  • Starbucks
  • Royal Philips
  • Google
  • Trader Joe’s 
New Innovation on the Marketing Front
 
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field.  Some of the well-known businesses featured are:
  • IKEA
  • Nike
  • Samsung
  • GE
  • Yahoo!
Skills for Success
 
“Marketing Skills” boxes discuss how marketers can develop skills they need to succeed in the current marketing environment, encouraging students to develop the fundamental skills necessary for the real world of business.  Some topics include:
  • Spotting trends; Chapter 3
  • Finding new product ideas; Chapter 10
  • Starting a buzz fire; Chapter 17


Caracteristici noi

For graduate and undergraduate marketing management courses.  
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.
 
New Innovation on the Marketing Front
 
“Breakthrough Marketing” boxes highlight innovative and insightful marketing accomplishments, introducing students to the latest developments in the field.  Some of the well-known businesses featured are:
 
  • IKEA
  • Nike
  • Samsung
  • GE
  • Yahoo!
 
Chapter Openers: The Real-World
 
The beginning of each chapter features “Marketing Management at…” readings which examine the challenges and opportunities faced by marketers of all kinds of goods and services, allowing students to see how real companies are utilizing marketing principles as they learn to strategize.  Some corporations include:
 
  • Mayo Clinic
  • ESPN
  • Starbucks
  • Royal Philips
  • Google
  • Trader Joe’s

OTHER TOPICS OF DISTINCTION
 
* The authors have interwoven a “creativity” theme throughout this edition.
 
* Updated figures and academic references have been added for currency.