Title:
Marketing management : analysis, planning, implementation, and control
Author:
Kotler, Philip.
ISBN:
9780132435109
9780132613637
Personal Author:
Edition:
9th ed.
Publication Information:
Upper Saddle River, NJ : Prentice Hall, ©1997.
Physical Description:
1 volume (various pagings) : illustrations (chiefly color), maps ; 27 cm.
Series:
The Prentice-Hall international series in marketing
Prentice Hall international series in marketing.
Contents:
1. Assessing Marketing's Critical Role in Organizational Performance -- 2. Building Customer Satisfaction Through Quality, Service, and Value -- 3. Winning Markets Through Market-Oriented Strategic Planning -- 4. Managing Marketing Information and Measuring Market Demand -- 5. Scanning the Marketing Environment -- 6. Analyzing Consumer Markets and Buying Behavior -- 7. Analyzing Business Markets and Business Buying Behavior -- 8. Analyzing Industries and Competitors -- 9. Identifying Market Segments and Selecting Target Markets -- 10. Differentiating and Positioning the Market Offering -- 11. Developing New Products -- 12. Managing Life-Cycle Strategies -- 13. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers -- 14. Designing and Managing Global Marketing Strategies -- 15. Managing Product Lines, Brands, and Packaging -- 16. Managing Service Businesses and Product Support Services -- 17. Designing Pricing Strategies and Programs.
Abstract:
Focuses on the major dcisions that marketing managers and top management in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.
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