Marketing management : analysis, planning, implementation, and control / Philip Kotler.

By: Kotler, Philip Material type: Text

TextLanguage: English Publication details: Upper Saddle River, NJ ; New Delhi : Prentice Hall, c1997. Edition: 9th edDescription: xxxvii, (various pagings) : ill. ; 25 cmISBN: 8120311787; 9780132435109 ; 0132435101 (case)Subject(s): Marketing -- Management | MarketingDDC classification: 658.802 LOC classification: HF5415.13 | .K64 1997Online resources: WorldCat details

Contents:

TOC Contents: 1. Assessing Marketing's Critical Role in Organizational Performance -- 2. Building Customer Satisfaction Through Quality, Service, and Value -- 3. Winning Markets Through Market-Oriented Strategic Planning -- 4. Managing Marketing Information and Measuring Market Demand -- 5. Scanning the Marketing Environment -- 6. Analyzing Consumer Markets and Buying Behavior -- 7. Analyzing Business Markets and Business Buying Behavior -- 8. Analyzing Industries and Competitors -- 9. Identifying Market Segments and Selecting Target Markets -- 10. Differentiating and Positioning the Market Offering -- 11. Developing New Products -- 12. Managing Life-Cycle Strategies -- 13. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers -- 14. Designing and Managing Global Marketing Strategies -- 15. Managing Product Lines, Brands, and Packaging -- 16. Managing Service Businesses and Product Support Services -- 17. Designing Pricing Strategies and Programs.

Summary: Summary: Focuses on the major dcisions that marketing managers and top management in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.

List(s) this item appears in: Marketing 1

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.802 KOM 1997 (Browse shelf(Opens below))	C-1	Not For Loan		2022
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.802 KOM 1997 (Browse shelf(Opens below))	C-2	Available		2893

Total holds: 0

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Includes bibliographical references and indexes.

TOC Contents: 1. Assessing Marketing's Critical Role in Organizational Performance --
2. Building Customer Satisfaction Through Quality, Service, and Value --
3. Winning Markets Through Market-Oriented Strategic Planning --
4. Managing Marketing Information and Measuring Market Demand --
5. Scanning the Marketing Environment --
6. Analyzing Consumer Markets and Buying Behavior --
7. Analyzing Business Markets and Business Buying Behavior --
8. Analyzing Industries and Competitors --
9. Identifying Market Segments and Selecting Target Markets --
10. Differentiating and Positioning the Market Offering --
11. Developing New Products --
12. Managing Life-Cycle Strategies --
13. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers --
14. Designing and Managing Global Marketing Strategies --
15. Managing Product Lines, Brands, and Packaging --
16. Managing Service Businesses and Product Support Services --
17. Designing Pricing Strategies and Programs.

Summary:
Focuses on the major dcisions that marketing managers and top management in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.

Saifun Momota

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