Marketing management : (Record no. 1305)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02478cam a2200193 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0137228511 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 9780137228515 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5415.13 |
| Item number | .K64 1994 |
| 100 1# - AUTHOR | |
| Personal name | Kotler, Philip. |
| 245 10 - TITLE | |
| Title | Marketing management : |
| Remainder of title | analysis, planning, implementation, and control / |
| Statement of responsibility, etc | Philip Kotler. |
| 250 ## - EDITION | |
| Edition statement | 8th ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Englewood Cliffs, N.J. : |
| Name of publisher | Prentice Hall, |
| Year of publication | c1994. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxix, 801 p. : |
| Other physical details | ill. (some col.), col. map ; |
| Dimensions | 27 cm. |
| 440 ## - SERIES | |
| SERIES | Prentice-Hall series in marketing. |
| 500 ## - NOTES | |
| General note | Includes bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | I. UNDERSTANDING MARKETING MANAGEMENT. 1. Understanding the Critical Role of Marketing in Organizations and Society. 2. Building Customer Satisfaction Through Quality, Service, and Value. 3. Laying the Groundwork Through Market-Oriented Strategic Planning. 4. Managing the Marketing Process and Marketing Planning. II. ANALYZING MARKETING OPPORTUNITIES. 5. Marketing Information Systems and Marketing Research. 6. Analyzing the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Analyzing Industries and Competitors. III. RESEARCHING AND SELECTING TARGET MARKETS. 10. Measuring and Forecasting Market Demand. 11. Identifying Market Segments and Selecting Target Markets. IV. DEVELOPING MARKETING STRATEGIES. 12. Differentiating and Positioning the Market Offer. 13. Developing, Testing, and Launching New Products and Services. 14. Managing Product Life Cycles and Strategies. 15. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers. 16. Designing Strategies for the Global Marketplace. V. PLANNING MARKETING PROGRAMS. 17. Managing Products Lines, Brands, and Packaging. 18. Managing Service Businesses and Ancillary Services. 19. Designing Pricing Strategies and Programs. 20. Selecting and Managing Marketing Channels. 21. Managing Retailing, Wholesaling, and Physical-Distribution Systems. 22. Designing Communication and Promotion-Mix Strategies. 23. Designing Effective Advertising Programs. 24. Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs. 25. Managing the Salesforce. VI. ORGANIZING, IMPLEMENTING, AND CONTROLLING MARKETING EFFORT. 26. Organizing and Implementing Marketing Programs. 27. Evaluating and Controlling Marketing Performance. Author Index. Company/Brand Index. Subject Index. |
| 650 #0 - SUBJECTS | |
| Topical Term | Marketing |
| General subdivision | Management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 02/12/2003 | HF5415.13 .K64 1994 | 16093 | Books |