A framework for marketing management /
Kotler, Philip
A framework for marketing management / Philip Kotler, Kevin Lane Keller. - Fourth edition. - xxii, 362 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Preface -- Understanding Marketing Management -- Defining Marketing for the Twenty-First Century -- Adapting Marketing to the New Economy -- Building Customer Satisfaction, Value, and Retention -- Analyzing Marketing Opportunities -- Winning Markets Through Strategic Planning, Implementation, and Control -- Understanding Markets, Market Demand, and the Marketing Environment -- Analyzing Consumer Markets and Buyer Behavior -- Analyzing Business Markets and Buyer Behavior -- Dealing with the Competition -- Identifying Market Segments and Selecting Target Markets -- Making Marketing Decisions -- Developing, Positioning, and Differentiating Products Through the Life Cycle -- Setting Product and Brand Strategy -- Designing and Managing Services -- Designing Pricing Strategies and Programs -- Managing and Delivering Marketing Programs -- Designing and Managing Value Networks and Marketing Channels -- Managing Retailing, Wholesaling, and Market Logistics -- Designing and Managing Integrated Marketing Communications -- Managing the Sales Force -- Glossary -- Index. Pt. I. 1. 2. 3. Pt. II. 4. 5. 6. 7. 8. 9. Pt. III. 10. 11. 12. 13. Pt. IV. 14. 15. 16. 17.
0136026605 9780136026600
2007052459
Marketing--Management
HF5415.13 / .K636 2009
658.8
A framework for marketing management / Philip Kotler, Kevin Lane Keller. - Fourth edition. - xxii, 362 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Preface -- Understanding Marketing Management -- Defining Marketing for the Twenty-First Century -- Adapting Marketing to the New Economy -- Building Customer Satisfaction, Value, and Retention -- Analyzing Marketing Opportunities -- Winning Markets Through Strategic Planning, Implementation, and Control -- Understanding Markets, Market Demand, and the Marketing Environment -- Analyzing Consumer Markets and Buyer Behavior -- Analyzing Business Markets and Buyer Behavior -- Dealing with the Competition -- Identifying Market Segments and Selecting Target Markets -- Making Marketing Decisions -- Developing, Positioning, and Differentiating Products Through the Life Cycle -- Setting Product and Brand Strategy -- Designing and Managing Services -- Designing Pricing Strategies and Programs -- Managing and Delivering Marketing Programs -- Designing and Managing Value Networks and Marketing Channels -- Managing Retailing, Wholesaling, and Market Logistics -- Designing and Managing Integrated Marketing Communications -- Managing the Sales Force -- Glossary -- Index. Pt. I. 1. 2. 3. Pt. II. 4. 5. 6. 7. 8. 9. Pt. III. 10. 11. 12. 13. Pt. IV. 14. 15. 16. 17.
0136026605 9780136026600
2007052459
Marketing--Management
HF5415.13 / .K636 2009
658.8