FRAMEWORK MARKETG MGMT 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

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.

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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