Framework for Marketing Management, A [Paperback]

Philip Kotler (Author)

Book Description

ISBN-10: 0130185256 | ISBN-13: 978-0130185259 | Publication Date: July 19, 2000 | Edition: 1st

For courses in Marketing Management and Marketing Strategy appropriate for undergraduate and graduate courses. A Framework for Marketing Management has taken the basics from Kotler's successful Marketing Management text and synthesized it into a concise, power-packed version, without excess clutter. It includes all the elements of a successful marketing text such as how to analyze the market, develop strategies, and deliver and manage successful marketing programs. This streamlined approach offers greater classroom flexibility and allows for the seamless integration of CD-ROM simulations, cases, or internet activities.

Editorial Reviews

From the Back Cover

Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs. Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.

Excerpt. © Reprinted by permission. All rights reserved.

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's number-one selling textbook, Marketing Management, Eleventh Edition. This book 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. Its streamlined approach will appeal to those professors who want an authoritative account of what is going on in the field of marketing management plus a text that is short enough to let them incorporate outside cases, simulations, and projects.

THIS EDITION

Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. Like the eleventh edition, A Framework for Marketing Management, Second Edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.

A Framework for Marketing Management retains all the strengths of the larger book. This edition emphasizes the following:

• The Internet and its uses and effects
• Demand chain and supply management
• Customer relationship management and partner relationship management Alternative go-to-market channels
• Brand building and brand asset management

At the same time, it builds upon the fundamental strengths of past editions.

• Managerial orientation Analytical approach
• Multidisciplinary perspective
• Universal applications
• Comprehensive and balanced coverage

FEATURES OF THE SECOND EDITION

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.

New Chapter

In Chapter 2, Adapting Marketing to the New Economy—coverage exploring the impact of the Internet and new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier. This chapter provides a framework 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 Chapter Opening Vignettes

Marketing Management at . . . feature opens each chapter. These vignettes give students a chance to 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 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 Interactive Case Analysis Tool Assignments

Case Pilot 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 in Chapters 4, 5, and 7 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. Three 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.

COURSECOMPLETE—CASEBOOKS AND COURSEPACKS TO SUPPLEMENT THIS BOOK

Prentice Hall Custom Business Resources can provide you and your students with all of the texts, cases, and articles needed to enhance and maximize the learning in your unique marketing course. Prentice Hall has access to thousands of readings, articles, and cases specific to marketing. We've partnered with today's leading case institutions such as Harvard Business School Publishing 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.

Value-Priced Packages

Let us package your custom CoursePack or Case Book with this textbook and your students will receive a package discount. Ask your local Prentice Hall representative or visit and bookmark the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness for one stop shopping.

MARKETING PLAN PRO AND NEW MARKETING PLAN: A HANDBOOK

Marketing Plan Pro is a highly rated commercial software package that guides students through the entire marketing plan process. The software is totally interactive and features 10 sample marketing plans, step-by-step guides, and customizable charts. Customize your marketing plans to fit your marketing needs by following easy-to-use plan wizards. The new Marketing Plan: A Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an in-depth guide to what student marketers really need to know. The software and handbook are available as value-pack items with this text. Contact your local Prentice Hall representative for more information.

A COMPREHENSIVE SUPPLEMENTS PACKAGE

• Instructor's Manual: Contains chapter overviews and teaching objectives, plus suggested lecture outlines—providing structure for class discussions around key issues. A listing of key contemporary articles is included, along with synopses and ideas for class/course utilization of the materials, and an overall framework tying together the suggested support materials. Harvard case analyses are also provided, integrating the current topic areas. In addition, there are references to the Marketing Plan Pro software.
• Test Item File: Brand new, completely revamped since the last edition! Includes more than 70 questions per chapter, consisting of multiple-choice, true/false, essay, and mini-cases with questions. Page references are provided for each question.
• Prentice Hall Electronic Test Manager: Windows-based Test Manager creates exams and allows you to evaluate and track students' results. It is easily customizable for individual needs.
• PowerPoint Express: Easily customizable for even the most novice user, this presentation includes basic chapter outlines and key points from each chapter. The best option if you want to incorporate your own material!
• PowerPoint Expanded: Includes the basics found in the Express version but also art from the text. The best option if you want a complete presentation solution! Both Powerpoint presentations are available from the Prentice Hall Web site at www.prenhall.com/kotler.
• Prentice Hall Video Gallery: Marketing Management, Volumes I and II: Make your classroom "newsworthy." PH and BusinessNOW have partnered to create a completely new Marketing Management video library. Using today's popular newsmagazine format, students are taken on location and behind closed doors. Each news story profiles a well-known or up-and-coming company leading the way in its industry. Highlighting more than 20 companies, including Starbucks, Intel, Accenture, DoubleClick, P&O Ned Lloyd, and more, the issue-focused footage includes interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising campaign excerpts. Extensive teaching materials are available to accompany the video library.
• Expanded Companion Website with Case Pilot. www.prenhall.com/kotler: Go beyond the text. Our acclaimed Web resource provides professors and students with a customized course Website that features a complete array of teaching and learning material. For instructors: downloadable versions of the Instructor's Resource Manual and Powerpoint slides, plus additional resources such as current events and Internet exercises. Or, try the Syllabus Builder to plan your own course! New for students: 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 in Chapters 4, 5, and 7 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. Three 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.
• Innovative Online Courses: Standard Online Courses in Blackboard, WebCT, and CourseCompass: No technical expertise needed. Teach a complete online course or a Web-enhanced course. Add your own materials, take advantage of online testing and gradebook opportunities, utilize the bulletin board, and discussion board functions. All courses are free to your students with purchase of the text.... --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 382 pages
• Publisher: Prentice Hall Business Publishing; 1st edition (July 19, 2000)
• Language: English
• ISBN-10: 0130185256
• ISBN-13: 978-0130185259
• Product Dimensions: 9.2 x 7.5 x 0.6 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.8 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #1,518,785 in Books (See Top 100 in Books)

More About the Author

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Customer Reviews

Most Helpful Customer Reviews

7 of 8 people found the following review helpful:

5.0 out of 5 stars A very good marketing book..., March 19, 2004

By 

K. Nygard (Seattle, WA United States) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Framework for Marketing Management, A (2nd Edition) (Paperback)

This is a very good book for those that don't have a marketing background. It is relatively short and concise, which made it a quick read. I has most of what is in the larger book (the reference style book), but really does a good job of condensing the material. This is one that I will keep, as it acts like an 800 page reference book, just smaller.

3 of 3 people found the following review helpful:

3.0 out of 5 stars What a waste of money, May 2, 2010

By 

Satya Shodhak "Truth Seeker" (Chicago USA) - See all my reviews

Amazon Verified Purchase

This review is from: Framework for Marketing Management, A (2nd Edition) (Paperback)

My teacher during MBA did her PhD under Kotler. So she was kind of under the gun to make us use this book. Granted that Kotler is condidered a god of marketing. But the book is too overpriced for the content, I would recommed buying only used copies that sell for less than $10

3 of 3 people found the following review helpful:

4.0 out of 5 stars Easy to follow, May 27, 2008

By 

RAP (BHM, Alabama) - See all my reviews

Amazon Verified Purchase

This review is from: Framework for Marketing Management, A (2nd Edition) (Paperback)

It has good review material, with clear concepts. I decided to keep it for future references.