Kotler, Philip <br/><br/>
A framework for marketing management. / 
Philip Kotler 
 - Upper Saddle River:  Prentice Hall,  2003. 
 - xx, 363 p.:  ill., 
<br/><br/> Includes index 
<br/><br/>Contents: Part 1 Understanding marketing management: Defining marketing for the twenty-first century -- Adapting marketing to the new economy -- Building customer satisfaction, value, and retention -- Part 2 Analyzing marketing opportunities: Winning markets through strategic planning -- 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 -- <br/>Part 3 Making marketing decisions: Developing, positioning, differentiating products through the life cycle -- Setting product and brand strategy -- Designing and managing services -- Designing pricing strategies and programs -- Part 4 Managing and delivering marketing programs: <br/>Designing and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Designing and managing integrated marketing communications -- Managing the sales force -- <br/> 
<br/><br/><label>ISBN: </label>0131001175 
<br/><br/><label>Subjects--Index Terms: </label>Marketing -- Management 
<br/><br/><label>LC Class. No.: </label>HF5415.13.K63