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For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course.



Framework for Marketing Management provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.

Framework for Marketing Management

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: Creating 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: Designing Pricing Strategies and Programs











Part V: Delivering Value



Chapter 13: Designing and Managing Value Networks and Channels



Chapter 14: Managing Retailing, Wholesaling, and Logistics











Part VI: Communicating Value



Chapter 15: Designing and Managing IMC



Chapter 16: Managing Mass Communications



Chapter 17: Managing Personal Communications











Part VII: Creating Successful Long-Term Growth







Chapter 18: Managing Marketing in a Global Economy



Glossary