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Framework for Marketing Management, A, 2/E
Philip Kotler, Northwestern University

ISBN-10: 0131001175
ISBN-13:  9780131001176

Publisher:  Prentice Hall
Copyright:  2003
Format:  Paper; 363 pp
Published:  11/01/2002


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Description

For undergraduate and MBA courses in Marketing Management and Marketing Strategy.

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's #1 selling textbook, Marketing Management. This books 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. A streamlined approach also offers greater flexibility in classes where outside cases, simulations, and projects are brought in.


Features

  • NEW - Adapted from Kotler's #1 selling textbook, Marketing Management.

    • This shorter book is designed for instructors and students who want a complete yet concise overview, allowing more flexibility to incorporate additional projects, cases, or simulations.

  • NEW - New Chapter 2, Adapting Marketing to the New Economy —Coverage exploring the impact of the Internet/new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier.

    • Provides a framework upfront 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 - Real-world vignettes (Marketing Management at…) open each chapter.

    • Students can 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 new 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 - More illustrations and marketing advertisements.

    • Provides eye-catching illustrations that help students understand the way companies use key principles in developing specific marketing materials.

  • NEW - 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 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. 3 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.
  • 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.
  • A full package of innovative teaching supplements.
  • Companion website at www.prenhall.com/kotler.
Need a Casebook or Coursepack to supplement this book?

Bookmark www.prenhall.com/ custombusiness for one stop shopping.

  • WHAT: Prentice Hall has access to thousands of readings, articles, and cases specific to marketing.
  • HOW: We've partnered with today's leading case institutions such as Harvard Business School 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.
  • SAVINGS: Let us package your custom CoursePack or CaseBook with this textbook and your students will receive a package discount. Ask your Prentice Hall rep or email college_marketing@prenhall.com for details.


New To This Edition

  • Adapted from Kotler's #1 selling textbook, Marketing Management.

    • This shorter book is designed for instructors and students who want a complete yet concise overview, allowing more flexibility to incorporate additional projects, cases, or simulations.

  • New Chapter 2, Adapting Marketing to the New Economy —Coverage exploring the impact of the Internet/new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier.

    • Provides a framework upfront 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.

  • Real-world vignettes (Marketing Management at…) open each chapter.

    • Students can 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.

  • Analysis with a twist of skills—A new 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.

  • More illustrations and marketing advertisements.

    • Provides eye-catching illustrations that help students understand the way companies use key principles in developing specific marketing materials.

  • 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 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. 3 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.


Table of Contents

I. UNDERSTANDING MARKETING MANAGEMENT.

 1. Defining Marketing for the Twenty-First Century.

 2. Adapting Marketing to the New Economy.

 3. Building Customer Satisfaction, Value, and Retention.

II. ANALYSING MARKETING OPPORTUNITES.

 4. Winning Markets Through Strategic Planning, Implementation, and Control.

 5. Understanding Markets, Market Demand, and the Marketing Environment.

 6. Analyzing Consumer Markets and Buyer Behavior.

 7. Analyzing Business Markets and Buyer Behavior.

 8. Dealing with the Competition.

 9. Identifying Market Segments and Selecting Target Markets.

III. MAKING MARKETING DECISIONS.

10. Developing, Positioning, and Differentiating Products Through the Life Cycle.

11. Setting Product and Brand Strategy.

12. Designing and Managing Services.

13. Designing Pricing Strategies and Programs.

IV. MANAGING AND DELIVERING MARKETING PROGRAMS.

14. Designing and Managing Value Networks and Marketing Channels.

15. Managing Retailing, Wholesaling, and Market Logistics.

16. Designing and Managing Integrated Marketing Communications.

17. Managing the Sales Force.


Next Edition(s)

  • Framework for Marketing Management, 5/E
    Kotler & Keller
    ©2012  |  Prentice Hall  |  Paper; 360 pp  |  Instock
    ISBN-10: 0132539306  |  ISBN-13: 9780132539302
    Brief Description  |  More Info

  • Framework for Marketing Management: Integrated PharmaSim Simulation Experience, 4/E
    Kotler, Keller & Simulations
    ©2009  |  Prentice Hall  |  Paper; 432 pp  |  Instock
    ISBN-10: 0136083447  |  ISBN-13: 9780136083443
    Brief Description  |  More Info



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Websites and Online Courses

Companion Website with PowerPoints - Kotler, 2/E
Kotler
©2003  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131001876  |  ISBN-13: 9780131001879

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Print this content

In this section:

Companion Website with PowerPoints - Kotler, 2/E
Kotler
©2003  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131001876  |  ISBN-13: 9780131001879

Show Downloadable Files
 | More Info

Back to top


Websites and online courses

Companion Website with PowerPoints - Kotler, 2/E
Kotler
©2003  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131001876  |  ISBN-13: 9780131001879

Show Downloadable Files
 | More Info


Websites and Online Courses

Companion Website with PowerPoints - Kotler, 2/E
Kotler
©2003  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131001876  |  ISBN-13: 9780131001879

Show Downloadable Files
 | More Info

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