Kotler, Philip <br/><br/>
A framework for marketing management / 
Philip Kotler, Kevin Lane Keller. 
 - Fourth edition. 
 - xxii, 362 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0136026605 9780136026600 
<br/><br/><label>LCCN: </label>2007052459 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .K636 2009 
<br/><br/><label>Dewey Class. No.: </label>658.8