TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management: analysis, planning, implementation, and control 
SN  - 8120311787
AV  - HF5415.13 .K64 1997
U1  - 658.802 22
PY  - 1997///
CY  - Upper Saddle River, NJ, New Delhi
PB  - Prentice Hall
KW  - Marketing
KW  - Management
N1  - 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; BA
N2  - 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
UR  - https://www.worldcat.org/title/marketing-management-analysis-planning-implementation-and-control/oclc/34243516&referer=brief_results
ER  -