000			01589nam a22002057a 4500
003			OSt
005			20221115161119.0
008			150121b xxu||||| |||| 00| 0 eng d
020			_a0131001175
040			_cLC
050			_aHF5415.13.K63
100			_aKotler, Philip _9717
245			_aA framework for marketing management. / _cPhilip Kotler
260			_aUpper Saddle River: _bPrentice Hall, _c2003.
300			_axx, 363 p.: _bill.,
500			_aIncludes index
505			_aContents: 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 --
653			_aMarketing -- Management
942			_2lcc _cBK
999			_c7831 _d15331