TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - A framework for marketing management
SN  - 0136026605
AV  - HF5415.13 .K636 2009
U1  - 658.8 22
PY  - 2009///]
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; Preface --; Pt. I; Understanding Marketing Management --; 1; Defining Marketing for the Twenty-First Century --; 2; Adapting Marketing to the New Economy --; 3; Building Customer Satisfaction, Value, and Retention --; Pt. II; Analyzing Marketing Opportunities --; 4; Winning Markets Through Strategic Planning, Implementation, and Control --; 5; Understanding Markets, Market Demand, and the Marketing Environment --; 6; Analyzing Consumer Markets and Buyer Behavior --; 7; Analyzing Business Markets and Buyer Behavior --; 8; Dealing with the Competition --; 9; Identifying Market Segments and Selecting Target Markets --; Pt. III; Making Marketing Decisions --; 10; Developing, Positioning, and Differentiating Products Through the Life Cycle --; 11; Setting Product and Brand Strategy --; 12; Designing and Managing Services --; 13; Designing Pricing Strategies and Programs --; Pt. IV; Managing and Delivering Marketing Programs --; 14; Designing and Managing Value Networks and Marketing Channels --; 15; Managing Retailing, Wholesaling, and Market Logistics --; 16; Designing and Managing Integrated Marketing Communications --; 17; Managing the Sales Force --; Glossary --; Index
ER  -