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Marketing Management Philip Kotler

Marketing Management By Philip Kotler

Marketing Management by Philip Kotler

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$53.99
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Summary

Reflecting trends and developments in global marketing, this edition emphasizes the importance of teamwork between marketing and other aspects of a business. It stresses the importance of computers, telecommunications and other new technologies in improving market planning and performance.

Marketing Management Summary

Marketing Management: Analysis, Planning and Control by Philip Kotler

The ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all other functions of the business, introduces new perspectives in successful strategic market planning, and presents additional, company examples of creative, market-focused and customer-driven action. Kloter underscores the importance of computers, telecommunications and other new technologies in improving marketing planning and performance.

Table of Contents

Part 1 Understanding marketing management: assessing marketing's critical role in organizational performance; building customer satisfaction through quality, service and value; winning markets through market-oriented strategic planning. Part 2 Analyzing marketing opportunities: managing marketing information and measuring market demand; scanning the marketing environment; analyzing consumer markets and buying behaviour; analyzing industries and competitors; identifying market segments and selecting target markets. Part 3 Developing marketing strategies: differentiating and positioning the market offering; developing new products; managing life-cycle strategies; designing marketing strategies for market leaders; challengers, followers and nichers; designing and managing global marketing strategies. Part 4 Planning marketing programs: managing product lines, brands and packaging; managing service businesses and product support service; designing pricing strategies and programs; selecting and managing marketing channels; managing retailing, wholesaling and market logistics; designing and managing integrated marketing communication; managing advertising, sales promotion and public relations; managing the sale force; managing direct and online marketing. Part 5 Managing the marketing effort: organizing, implementing, evaluating and controlling marketing activities. Technical appendices: the theory of effective marketing: resource allocation; statistical methods for future demand projection; author index; company/brand index; subject index.

Additional information

GOR013653852
9780132613637
0132613638
Marketing Management: Analysis, Planning and Control by Philip Kotler
Philip Kotler
Used - Like New
Paperback
Pearson Education (US)
1996-07-31
832
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Marketing Management