000 | 01589nam a22002057a 4500 | ||
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003 | OSt | ||
005 | 20221115161119.0 | ||
008 | 150121b xxu||||| |||| 00| 0 eng d | ||
020 | _a0131001175 | ||
040 | _cLC | ||
050 | _aHF5415.13.K63 | ||
100 |
_aKotler, Philip _9717 |
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245 |
_aA framework for marketing management. / _cPhilip Kotler |
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260 |
_aUpper Saddle River: _bPrentice Hall, _c2003. |
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300 |
_axx, 363 p.: _bill., |
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500 | _aIncludes index | ||
505 | _aContents: 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 -- | ||
653 | _aMarketing -- Management | ||
942 |
_2lcc _cBK |
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999 |
_c7831 _d15331 |