Framework for Marketing Management

A Framework for Marketing Management has taken the basics from Kotler's successful Marketing Management text and synthesized it into a concise, power-packed version, without excess clutter. It includes all the elements of a successful marketing text such as how to analyze the market, develop strategies, and deliver and manage successful marketing programs. This streamlined approach offers greater classroom flexibility and allows for the seamless integration of CD-ROM simulations, cases, or internet activities.

Features

• Concise—Only the basics.
• • Allows instructors to bring their own unique perspectives and combine them with real world simulations and new media technologies.
• Four part organization—Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III describes how to make marketing decisions; Part IV discusses managing and delivering marketing programs.
• Coverage of online marketing.
• Consumer and business buying behaviors discussed.
• A full package of innovative supplements—Enhance the educational experience.
• Companion website— www.prenhall.com/kotler

Contents

I. UNDERSTANDING MARKETING MANAGEMENT.

II. ANALYZING MARKETING OPPORTUNITIES.

III. MAKING MARKETING DECISIONS.

IV. MANAGING AND DELIVERING MARKETING PROGRAMS.