Marketing management :
Marketing management : an Asian perspective /
Philip Kotler ... [et al.]
- 2nd ed.
- Singapore : London : Pearson/Prentice Hall, 1999.
- xxvi, 904 p. : ill. ; 27 cm.
Includes bibliographical references and index.
Assessing marketing's critical role in organizational performance --
Building customer satisfaction through quality, service and value --
Winning markets through market-oriented strategic planning --
Scanning the marketing environment --
Developing new products --
Designing and managing global marketing strategies --
Selecting and managing marketing channels --
Managing direct and online marketing --
Organizing, implementing, evaluating, and controlling merketing activities. TOC
0130109800 0131066250
Marketing--Management.
658.8025 / MAR 1999
Includes bibliographical references and index.
Assessing marketing's critical role in organizational performance --
Building customer satisfaction through quality, service and value --
Winning markets through market-oriented strategic planning --
Scanning the marketing environment --
Developing new products --
Designing and managing global marketing strategies --
Selecting and managing marketing channels --
Managing direct and online marketing --
Organizing, implementing, evaluating, and controlling merketing activities. TOC
0130109800 0131066250
Marketing--Management.
658.8025 / MAR 1999