TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management
T2  - Prentice Hall International series in marketing
SN  - 9780130156846 (pbk.) :
AV  - HF5415.13 
U1  - 658.8 KOT 
PY  - 2000///
CY  - Upper Saddle River, N.J., London
PB  - Prentice Hall
KW  - Marketing
KW  - Management
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing management
KW  - thema
N1  - Previous ed.: 1997; "The millennium edition"; Previous ed.: 1996; Includes bibliographical references and index; Part 1. Understanding Marketing Management  --  Chapter 1.Marketing in the Twenty-First century -- Chapter 2. Building customer satisfaction, value, and retention. Chapter 3.Winning markets; market-oriented strategic planning.  Part 2. Analyzing Marketing Opportunities  --  Chapter 4.Gathering information and measuring market demand -- Chapter 5.Scanning the marketing environment -- Chapter 6.Analysing consumer markets and buyer behaviour -- Chapter 7.Analysing business markets and buyer behaviour -- Chapter 8.Dealing with the competition -- Chapter 9.Identifying market segments and selecting target markets. Part 3. Developing Marketing Strategies  --  Chapter 10.Positioning the market offering through the product life cycle -- Chapter 11.Developing new market offerings -- Chapter 12.Designing global market offerings.  Part 4. Making Marketing Decisions  --  Chapter 13.Managing product lines and brands -- Chapter 14.designing and managing services -- Chapter 15.Designing pricing strategies and programs.  Part 5. Managing and Delivering Marketing Programs  --  Chapter 16.Managing marketing channels -- Chapter 17.Managing retailing, wholesaling, and market logistics -- Chapter 18.Managing integrated marketing communications -- Chapter 19.Managing advertising, sales promotion, and public relations -- Chapter 20.Managing the sales force -- Chapter 21.Managing direct and on-line marketing -- Chapter 22.Managing the total marketing effort
N2  - This edition of the bestselling marketing management text reflects the recent trends and developments in global marketing. It provides coverage of how the World Wide Web and e-commerce are dramatically altering the marketing landscape
ER  -