000			01704nam a22001817a 4500
008			150213b xxu||||| |||| 00| 0 eng d
020			_a8120320832
050			_aHF5415.13.K64
100			_aKotler, Philip
245			_aMarketing management. / _cPhilip Kotler
250			_a11th ed.
260			_aNew Jersey: _bPrentice Hall, _c2003.
300			_axxxix, 706p.: _bill.; _c26cm.
500			_aIncludes index
505			_aContents: Understanding marketing management: defining marketing for the twenty-first century -- Adapting marketing to the new economy -- Building customer satisfaction, value, and retention -- Analyzing marketing opportunities: winning markets through market-oriented strategic planning -- Gathering information and measuring market demand -- Scanning the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing business markets and business buying behavior -- Dealing with the competition -- Identifying market segments and selecting target markets -- Developing market strategies: positioning and differentiating the market offering through the product life cycle -- Developing new market offerings -- Designing global market offerings -- Shaping the market offering: setting the product and branding strategy -- Designing and managing services -- Developing price strategies and programs: designing and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing integrated marketing communications -- Managing advertising, sales promotion, public relations, and direct marketing -- Managing the sales force -- Managing the total marketing effort.
600			_2Marketing
942			_2lcc _cBK
999			_c5405 _d12905