000			01622nam a22001937a 4500
003			OSt
005			20210629140858.0
008			150121b xxu||||| |||| 00| 0 eng d
020			_a0130185256
040			_cLC
050			_aHF5415.13.K64
100			_aKotler, Philip
245			_aA framework for marketing management. / _cPhilip Kotler
260			_aUpper Saddle River: _bPrentice Hall, _c2001.
300			_axv, 352 p.: _bill.,
500			_aIncludes index
505			_aContents: Part 1 Understanding marketing management: Marketing in the twenty-first century -- Building customer satisfaction, value, and retention -- Winning markets: market-oriented strategic planning -- Part 2 Analyzing marketing opportunities: 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 -- Developing marketing strategies: Positioning the market offering through the product life cycle -- Developing new products -- Designing global market offerings -- Part 3 Making marketing decisions: Developing, differentiating, and positioning products through the life cycle -- Managing product lines and brands -- Designing and managing services -- Designing pricing strategies and programs -- Part 4 Managing and delivering marketing programs: Selecting and managing marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing the sales force -- Managing direct and on-line marketing --
942			_2lcc _cBK
999			_c7679 _d15179