Marketing management : analysis, planning, implementation, and control

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Title:

Marketing management : analysis, planning, implementation, and control

Author:

Kotler, Philip.

ISBN:

9780135524800

9780135634790

Personal Author:

Kotler, Philip.

Edition:

7th ed.

Publication Information:

Englewood Cliffs, N.J. : Prentice-Hall, c1991.

Physical Description:

xxvi, 756 p. : ill. ; 28 cm.

Series:

The Prentice-Hall series in marketing.

Prentice-Hall series in marketing.

Contents:

Understanding marketing management -- Analyzing marketing opportunities -- Researching and selecting target markets -- Designing marketing strategies -- Planning marketing programs -- Organizing, implementing, and controlling marketing effort.

Subject Term:

Marketing -- Management.

Electronic Access:

Inhaltsverzeichnis
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=003897182&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://www.gbv.de/dms/hbz/toc/ht003857318.PDF

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Summary

Focuses on decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of the organization and the needs and opportunities of the marketplace. The book applies marketing thinking to products and services, consumer and industrial markets.