Marketing management (Book, 2000) [WorldCat.org]
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Marketing management

Author: Philip Kotler
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©2000.
Series: Prentice Hall international series in marketing.
Edition/Format:   Print book : English : Millennium edView all editions and formats
Summary:

This text covering marketing management takes an analytical and management orientated approach. The tenth edition contains coverage of how the World Wide Web and e-commerce are altering the marketing  Read more...

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Details

Document Type: Book
All Authors / Contributors: Philip Kotler
ISBN: 0130122173 9780130122179 0130156841 9780130156846
OCLC Number: 40489129
Description: xxxii, 718, [32] pages : color illustrations ; 26 cm.
Contents: Understanding Marketing Management --
Marketing in the Twenty-First Century --
Marketing Tasks --
Marketing Concepts and Tools --
Company Orientations Toward the Marketplace --
How Business and Marketing Are Changing --
Building Customer Satisfaction, Value, and Retention --
Defining Customer Value and Satisfaction --
The Nature of High-Performance Businesses --
Delivering Customer Value and Satisfaction --
Attracting and Retaining Customers --
Customer Profitability: The Ultimate Test --
Implementing Total Quality Management --
Winning Markets: Market-Oriented Strategic Planning --
Corporate and Division Strategic Planning --
Business Strategic Planning --
The Marketing Process --
Product Planning: The Nature and Contents of a Marketing Plan --
Marketing Planning for the Twenty-First Century --
Analyzing Marketing Opportunities --
Gathering Information and Measuring Market Demand --
The Components of a Modern Marketing Information System --
Internal Records System --
Marketing Intelligence System --
Marketing Research System --
Marketing Decision Support System --
An Overview of Forecasting and Demand Measurement --
Scanning The Marketing Environment --
Analyzing Needs and Trends in the Macroenvironment --
Identifying and Responding to the Major Macroenvironment Forces --
Analyzing Consumer Markets and Buyer Behavior --
A Model of Consumer Behavior --
The Major Factors Influencing Buyer Behavior --
The Buying Decision Process --
The Stages of the Buying Decision Process --
Analyzing Business Markets and Business Buying Behavior.
Series Title: Prentice Hall international series in marketing.
Responsibility: Philip Kotler.

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