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Marketing management : analysis, planning, implementation, and control /

by Kotler, Philip.
Material type: materialTypeLabelBookPublisher: Upper Saddle River, NJ ; New Delhi : Prentice Hall, c1997Edition: 9th ed.Description: xxxvii, (various pagings) : ill. ; 25 cm.ISBN: 8120311787; 9780132435109 ; 0132435101 (case).Subject(s): Marketing -- Management | MarketingOnline resources: WorldCat details
Contents:
Table of contents 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.
Summary: Summary: 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.
List(s) this item appears in: Marketing 1
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Item type Location Collection Call number Copy number Status Date due
Text Text Reserve Section Non Fiction 658.802 KOM 1997 (Browse shelf) C-1 Not For Loan
Text Text Circulation Section Non Fiction 658.802 KOM 1997 (Browse shelf) C-3 Available

Includes bibliographical references and indexes.

Table of contents 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.

Summary:
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.

Business Administration

Saifun Momota

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