Marketing Management : Analysis, Planning, Implementation, and Control /
An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importa...
| Autor principal: | |
|---|---|
| Formato: | text |
| Idioma: | eng |
| Publicado em: |
Upper Saddle River, NJ : Prentice Hall,
1997
|
| Assuntos: |
| _version_ | 1826426842782892032 |
|---|---|
| author | Kotler, Philip, author 301835 |
| author_facet | Kotler, Philip, author 301835 |
| author_sort | Kotler, Philip, author 301835 |
| collection | OCEAN |
| description | An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action. |
| first_indexed | 2024-03-05T06:07:07Z |
| format | text |
| id | KOHA-OAI-TEST:352527 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-07-04T04:40:40Z |
| publishDate | 1997 |
| publisher | Upper Saddle River, NJ : Prentice Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:3525272024-06-05T03:47:49ZMarketing Management : Analysis, Planning, Implementation, and Control / Kotler, Philip, author 301835 textUpper Saddle River, NJ : Prentice Hall,1997©1997engAn analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.Includes bibliographical references and indexes.1. Assessing Marketing's Critical Role in Organizational Performance -- 2. Building Customer Satisfaction Through Quality, Service, and Value -- 3. Winning Markets Through Market-Oriented Strategic Planning -- 4. Managing Marketing Information and Measuring Market Demand -- 5. Scanning the Marketing Environment -- 6. Analyzing Consumer Markets and Buying Behavior -- 7. Analyzing Business Markets and Business Buying Behavior -- 8. Analyzing Industries and Competitors -- 9. Identifying Market Segments and Selecting Target Markets -- 10. Differentiating and Positioning the Market Offering -- 11.Developing New Products -- 12. Managing Life-Cycle Strategies -- 13. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers -- 14.Designing and Managing Global Marketing Strategies -- 15. Managing Product Lines, Brands, and Packaging -- 16. Managing Service Businesses and Product Support Services -- 17. Designing Pricing Strategies and Programs.An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.MarketingURN:ISBN:0139149465URN:ISBN:0132435101URN:ISBN:0132613638 (n5) |
| spellingShingle | Marketing Kotler, Philip, author 301835 Marketing Management : Analysis, Planning, Implementation, and Control / |
| title | Marketing Management : Analysis, Planning, Implementation, and Control / |
| title_full | Marketing Management : Analysis, Planning, Implementation, and Control / |
| title_fullStr | Marketing Management : Analysis, Planning, Implementation, and Control / |
| title_full_unstemmed | Marketing Management : Analysis, Planning, Implementation, and Control / |
| title_short | Marketing Management : Analysis, Planning, Implementation, and Control / |
| title_sort | marketing management analysis planning implementation and control |
| topic | Marketing |
| work_keys_str_mv | AT kotlerphilipauthor301835 marketingmanagementanalysisplanningimplementationandcontrol |