A framework for marketing management. /
Philip Kotler
- Upper Saddle River: Prentice Hall, 2001.
- xv, 352 p.: ill.,
Includes index
Contents: Part 1 Understanding marketing management: Marketing in the twenty-first century -- Building customer satisfaction, value, and retention -- Winning markets: market-oriented strategic planning -- Part 2 Analyzing marketing opportunities: 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 -- Developing marketing strategies: Positioning the market offering through the product life cycle -- Developing new products -- Designing global market offerings -- Part 3 Making marketing decisions: Developing, differentiating, and positioning products through the life cycle -- Managing product lines and brands -- Designing and managing services -- Designing pricing strategies and programs -- Part 4 Managing and delivering marketing programs: Selecting and managing marketing channels -- Managing retailing, wholesaling, and market logistics -- Managing the sales force -- Managing direct and on-line marketing --