TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management
SN  - 8120316096
AV  - HF5415.13 .K64 2000
U1  - 658.8 22
PY  - 2000///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
KW  - Management
N1  - CONTENTS  PART 1: UNDERSTANDING MARKETING MANAGEMENT Marketing in the twenty-first century Building customer satisfaction, value and retention Winning markets: Market oriented strategic planning  PART II: ANALYZING MARKETING OPPORTUNITIES Gathering information and measuring market demand Scanning the market environment Analysing consumer markets and buyer behaviour Analysing business markets and business buying behaviour Dealing with the competition Identifying market segments and selecting target markets  PART III: DEVELOPING MARKETING STRATEGIES Positioning the market offering through the product life cycle Developing new market offerings Designing global market offerings  PART IV: MAKING MARKETING DECISIONS Managing product lines and brands Designing and managing services Designing pricing strategies and programs  PART V: MANAGING AND DELIVERING MARKETING PROGRAMS  Managing marketing channels Managing retailing, wholesaling, and market logistics Managing integrated marketing communications Managing advertising, sales promotion, and public relations Managing the sales force Managing direct and online marketing Managing the total marketing effort; Includes bibliographical references and indexes
ER  -