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Framework for Marketing Management, A (4th Edition)

Framework for Marketing Management, A (4th Edition)
Author: Phil Kotler - Kevin Keller
ISBN 13: 9780136026600
ISBN 10: 136026605
Edition: 4
Publisher: Prentice Hall
Publication Date: 2008-03-06
Format: Paperback
Pages: 384
List Price: $140.00

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.

Development of marketing strategies, market demand and environments, creating customer value, analysis of consumer markets, market segmentation, brand loyalty, the Product Life Cycle, managing mass communication, and marketing management in the global economy.

This text is for companies, groups, and individuals who want to adapt their marketing strategies and management to the marketplace of the twenty-first century.


Explains major concepts of marketing management, with chapters in sections on understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. This condensed edition of retains the strengths of the larger text, including a managerial orientation and a basic disciplines perspective, yet is short enough to allow more class time to be spent on cases and simulations. The author is affiliated with Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)