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Guides the reader toward proficiency in navigating the Internet marketing world, showing the reader how the Internet lets marketers make quick adjustments to market conditions, lower costs, and build relationships. Offers insight into permission-based marketing. DLC: Marketing-Management.
"synopsis" may belong to another edition of this title.
Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs. Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.Excerpt. © Reprinted by permission. All rights reserved.:
A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's number-one selling textbook, Marketing Management, Eleventh Edition. This book focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. Its streamlined approach will appeal to those professors who want an authoritative account of what is going on in the field of marketing management plus a text that is short enough to let them incorporate outside cases, simulations, and projects.
Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. Like the eleventh edition, A Framework for Marketing Management, Second Edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.
A Framework for Marketing Management retains all the strengths of the larger book. This edition emphasizes the following:
At the same time, it builds upon the fundamental strengths of past editions.
FEATURES OF THE SECOND EDITION
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.
In Chapter 2, Adapting Marketing to the New Economy—coverage exploring the impact of the Internet and new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier. This chapter provides a framework for understanding how business and marketing practices are changing as a result of the Internet and new technologies, including the need for revenue and profit planning.
New Chapter Opening Vignettes
Marketing Management at . . . feature opens each chapter. These vignettes give students a chance to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.
New Analysis with a Twist of Skills
A Marketing Skills feature appears in each chapter. Each example includes an explanation of what the marketing skill is, why it's important, how to develop it, and how to apply it. Among the skills covered are managing implementation, internal marketing, spotting trends, and winning back lost customers.
New Interactive Case Analysis Tool Assignments
Case Pilot interactive case analysis tool assignments. Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End of chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new, free, interactive case tool now available on www.prenhall.com/kotler. This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service, and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score all their work.
COURSECOMPLETE—CASEBOOKS AND COURSEPACKS TO SUPPLEMENT THIS BOOK
Prentice Hall Custom Business Resources can provide you and your students with all of the texts, cases, and articles needed to enhance and maximize the learning in your unique marketing course. Prentice Hall has access to thousands of readings, articles, and cases specific to marketing. We've partnered with today's leading case institutions such as Harvard Business School Publishing and coursepack providers like Xanadu, so we can bring you the MOST choices yet the EASIEST access and ordering process.
Easy as 1-2-3
You can create your unique CoursePack in minutes using our online database at www.prenhall.com/custombusiness, or simply tell our dedicated specialist what you'd like over the phone and we'll handle the rest.
Let us package your custom CoursePack or Case Book with this textbook and your students will receive a package discount. Ask your local Prentice Hall representative or visit and bookmark the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness for one stop shopping.
MARKETING PLAN PRO AND NEW MARKETING PLAN: A HANDBOOK
Marketing Plan Pro is a highly rated commercial software package that guides students through the entire marketing plan process. The software is totally interactive and features 10 sample marketing plans, step-by-step guides, and customizable charts. Customize your marketing plans to fit your marketing needs by following easy-to-use plan wizards. The new Marketing Plan: A Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an in-depth guide to what student marketers really need to know. The software and handbook are available as value-pack items with this text. Contact your local Prentice Hall representative for more information.
A COMPREHENSIVE SUPPLEMENTS PACKAGE
"About this title" may belong to another edition of this title.
Book Description Prentice Hall Business Publishing, 2000. Condition: New. book. Seller Inventory # M0130185256
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