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Marketing management analysis, planning, implementation, and control Philip Kotler.
Detalles de publicación: Englewood Cliffs, NJ Prentice Hall 1994.Edición: 8th edDescripción: xxix, 801 p. illISBN:- 0137228511
- 658.8 19
- HF5415.13 .K64 1994
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF5415.13 .K64 1994 (Navegar estantería(Abre debajo)) | Disponible | 50000002084761 |
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Descripciones mejoradas de Syndetics:
This eighth edition highlights developments and trends in global marketing. It emphasizes teamwork and introduces new perspectives in market planning, offering examples of creative, market-focused and customer-driven action. It also underscores the importance of the new technologies.
Includes bibliographical references and indexes.
Tabla de contenidos provista por Syndetics
- 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