Marketing management : analysis, planning, implementation, and control / Philip Kotler
Material type: TextSeries: Prentice-Hall series in marketingPublication details: Englewood Cliffs, NJ : Prentice Hall, c1988Edition: 6th edDescription: xxi, 776 p. : ill., graph. ; 25 cmISBN:- 0135561507
- 0135562678
- 658.8/ 19 KOT
- HF5415.13 .K64 1988
- HF5415.13 .K64 1988
Item type | Current library | Collection | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Books | SUN - Main Library General Shelves | Text Books | 658.8/ KOT (Browse shelf(Opens below)) | Available | 2018-4527 |
Includes bibliographical references and indexes
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
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