Cover image for Marketing management : analysis, planning, implementation, and control
Marketing management : analysis, planning, implementation, and control
Title:
Marketing management : analysis, planning, implementation, and control
Author:
Kotler, Philip.
ISBN:
9780135561508

9780135562673
Personal Author:
Edition:
6th ed.
Publication Information:
Englewood Cliffs, NJ : Prentice Hall, ©1988.
Physical Description:
xxi, 776 pages : illustrations, graph. ; 25 cm.
Series:
The Prentice-Hall series in marketing

Prentice-Hall series in marketing.
Contents:
Understanding the critical role of marketing in organizations and society -- Laying the groundwork through strategic planning -- The marketing management process and marketing planning -- Marketing information systems and marketing research -- Analyzing the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing organizational markets and buyer behavior -- Analyzing competitors -- Measuring and forecasting markets -- Identifying market segments, selecting target markets, and developing market positions -- Marketing strategies for market leaders, challengers, followers, and nichers -- Marketing strategies for different stages of the product life cycle -- Marketing strategies for the global marketplace -- Developing, testing, and launching new products and services -- Managing products, product lines, and brands -- Managing services -- Designing pricing strategies and programs -- Selecting and managing marketing channels.

Managing retailing, wholesaling, and physical-distribution systems -- Designing communication and promotion mix strategies -- Designing effective advertising programs -- Designing sales promotion and public relations programs -- Managing the sales force -- Organizing and implementing marketing programs -- Evaluating and controlling marketing performance.
Electronic Access:
Table of contents http://www.gbv.de/dms/bowker/toc/9780135561508.pdf