A Framework for Marketing Management 4th Edition

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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 want the flexibility to add outside cases, simulations, or projects.About The Author Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler???s other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only???Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing: Ten Deadly Marketing Sins; and Corporate Social Responsibility.Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller???s general area of expertise lies in marketing strategy and planning, and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals???the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With over sixty published papers, his research has been widely cited and has received numerous awards. Two of his articles, ???Consumer Evaluations of Brand Extensions??? and ???Conceptualizing, Measuring, and Managing Customer-Based Brand Equity??? were named by INFORMS Society for Marketing Science in March 2007 to its list of Top 20 marketing science papers written in the past 25 years that have most affected the practice of marketing science. Professor Keller is acknowledged as one of the international leaders in the study of brands, branding, and strategic brand management. Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world???s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and SAB Miller. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell???s, Eli Lilly, ExxonMobil, General Mills, Goodyear, Kodak, Mayo Clinic, Nordstrom, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted marketing seminars to top executives in a variety of forums.Table Of Contents Part I: Understanding Marketing Management Defining Marketing for the 21st Century Developing and Implementing Marketing Strategies and Plans Understanding Markets, Market Demand, and the Marketing Environment Part II: Connecting with Customers Creating Customer Value, Satisfaction, and Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments and Targets Part III: Building Strong Brands Creating Brand Equity Crafting the Brand Positioning and Dealing with Competition Part IV: Shaping the Market Offerings Setting Product Strategy and Marketing Through the Life Cycle Designing and Managing Services Developing Pricing Strategies and Programs Part V: Delivering Value Designing and Managing Integrated Marketing Channels Managing Retailing, Wholesaling, and Logistics Part VI: Communicating Value Designing and Managing Integrated Marketing Communications Managing Mass Communications Managing Personal Communications Part VII: Creating Successful Long-Term Growth Managing Marketing in the Global Economy Glossary