TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management
SN  - 0130156841
U1  - 658.8 22
PY  - 2000///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and indexes; 1. Marketing in the Twenty-First Century -- 2. Building Customer Satisfaction, Value, and Retention -- 3. Winning Markets: Market-Oriented Strategic Planning -- 4. Gathering Information and Measuring Market Demand -- 5. Scanning the Marketing Environment -- 6. Analyzing Consumer Markets and Buyer Behavior -- 7. Analyzing Business Markets and Business Buying Behavior -- 8. Dealing with the Competition -- 9. Identifying Market Segments and Selecting Target Markets -- 10. Positioning the Market Offering Through the Product Life Cycle -- 11. Developing New Market Offerings -- 12. Designing Global Market Offerings -- 13. Managing Product Lines and Brands -- 14. Designing and Managing Services -- 15. Designing Pricing Strategies and Programs -- 16. Managing Marketing Channels -- 17. Managing Retailing, Wholesaling, and Market Logistics -- 18. Managing Integrated Marketing Communications -- 19. Managing Advertising, Sales Promotion, and Public Relations; 20. Managing the Sales Force -- 21. Managing Direct and On-line Marketing -- 22. Managing the Total Marketing Effort
ER  -