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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: Crafting the Brand 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: Developing Pricing Strategies and Programs

Part V: Delivering Value

Chapter 13: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics

Part VI: Communicating Value

Chapter 15: Designing and Managing Integrated Marketing Communications
Chapter 16: Managing Mass Communications
Chapter 17: Managing Personal Communications

Part VII: Creating Successful Long-Term Growth

Chapter 18: Managing Marketing in the Global Economy

Glossary

For graduate and undergraduate marketing management courses

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

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.