Kotler, Philip creator text bibliography si New Delhi Prentice Hall 2000 2003 monographic eng

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xxxi,718p. ill. 26cm. Contents: Understanding marketing management: marketing in the twenty-first century -- Building customer satisfaction, value, and retention -- Winning markets: market-oriented strategic planning -- Analyzing marketing opportunities: gathering information and measuring market demand -- Scanning the marketing environment -- Analyzing consumer markets and buyer behavior -- Dealing with the competition -- Identifying market segments and selecting target markets -- Developing marketing strategies: positioning the market offering through the product life cycle -- Developing new market offerings -- Designing global market offering -- Making marketing decisions: Managing product lines and brands -- Designing and managing services -- Designing pricing strategies and programs -- 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 on-line marketing -- Managing the total marketing effort. Philip Kotler Includes bibliographical references and indexes. Marketing Management Marketing HF5415.13.K64 . 8120316096 030717 20210414114439.0 13294899