Marketing management : analysis, planning, implementation, and control / Philip Kotler.
Material type:
TextSeries: Prentice-Hall international series in marketing: Publisher: Upper Saddle River, NJ : Prentice Hall, c1997Edition: 9th edDescription: 1 v. (various pagings) : ill. (chiefly col.), maps ; 27 cmISBN: 0132435101 (case); 9780132435109 (case); 0132613638; 9780132613637Subject(s): Marketing -- Management | Marketing | Strategisch management | Marketing | Mercadologia | Marketing -- Gestion| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| 書 | 世新大學圖書館 | 圖書 | 無法購得 | 377668-10 |
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.
Focuses on the major dcisions that marketing managers and top management in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.
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