A framework for marketing management. / Philip Kotler
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TextPublication details: Upper Saddle River: Prentice Hall, 2003.Description: xx, 363 p.: illISBN: - 0131001175
- HF5415.13.K63
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| HF1416.I61(18e) International marketing. / | HF5415.B63(4e) Principles of marketing. / | HF5415.129.P35(8e) Marketing channel strategy: an omni-channel approach. / | HF5415.13.K63(2e) A framework for marketing management. / | HF5437.AC1.C48 Procurement and supply environments. / | HF5691.C53(5e) Business math. / | HF5691.H24(17e) Business math. / |
Includes index
Contents: Part 1 Understanding marketing management: Defining marketing for the twenty-first century -- Adapting marketing to the new economy -- Building customer satisfaction, value, and retention -- Part 2 Analyzing marketing opportunities: Winning markets through strategic planning -- Understanding markets, market demand, and the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing business markets and buyer behavior -- Dealing with the competition -- Identifying market segments and selecting target markets --
Part 3 Making marketing decisions: Developing, positioning, differentiating products through the life cycle -- Setting product and brand strategy -- Designing and managing services -- Designing pricing strategies and programs -- Part 4 Managing and delivering marketing programs:
Designing and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Designing and managing integrated marketing communications -- Managing the sales force --
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