TY  - BOOK
AU  - Kotler, Philip
TI  - A framework for marketing management.
SN  - 0131001175
AV  - HF5415.13.K63 
PY  - 2003///
CY  - Upper Saddle River
PB  - Prentice Hall
KW  - Marketing -- Management
N1  - Includes index; 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 -- 
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: 
Designing and managing value networks and marketing channels -- Managing retailing, wholesaling, and market logistics -- Designing and managing integrated marketing communications -- Managing the sales force --

ER  -