Marketing Management / Edition 14 by Philip T. Kotler, Kevin Lane Keller | | 9780130122179 | Hardcover | Barnes & Noble
Marketing Management : Millennium Edition / Edition 10

Marketing Management : Millennium Edition / Edition 10

3.5 6
by Philip Kotler
     
 

ISBN-10: 0130122173

ISBN-13: 9780130122179

Pub. Date: 07/19/1999

Publisher: Pearson Education

This world-wide best-selling book highlights the most recent trends and developments in global marketing—with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and

Overview

This world-wide best-selling book highlights the most recent trends and developments in global marketing—with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing—along with the opportunities and needs of the marketplace in the years ahead.

Product Details

ISBN-13:
9780130122179
Publisher:
Pearson Education
Publication date:
07/19/1999
Series:
Prentice Hall International Series in Marketing
Edition description:
Older Edition
Pages:
131
Product dimensions:
8.26(w) x 10.28(h) x 1.37(d)

Related Subjects

Table of Contents

Preface xxv
PART I. UNDERSTANDING MARKETING MANAGEMENT 1(98)
1. Marketing in the Twenty-First Century
1(32)
2. Building Customer Satisfaction, Value, and Retention
33(30)
3. Winning Markets: Market-Oriented Strategic Planning
63(36)
PART II. ANALYZING MARKETING OPPORTUNITIES 99(186)
4. Gathering Information and Measuring Market Demand
99(36)
5. Scanning the Marketing Environment
135(24)
6. Analyzing Consumer Markets and Buyer Behavior
159(32)
7. Analyzing Business Markets and Business Buying Behavior
191(26)
8. Dealing with the Competition
217(38)
9. Identifying Market Segments and Selecting Target Markets
255(30)
PART III. DEVELOPING MARKETING STRATEGIES 285(108)
10. Positioning the Market Offering Through the Product Life Cycle
285(42)
11. Developing New Market Offerings
327(38)
12. Designing Global Market Offerings
365(28)
PART IV. MAKING MARKETING DECISIONS 393(96)
13. Managing Product Lines and Brands
393(34)
14. Designing and Managing Services
427(28)
15. Designing Pricing Strategies and Programs
455(34)
PART V. MANAGING AND DELIVERING MARKETING PROGRAMS 489
16. Managing Marketing Channels
489(30)
17. Managing Retailing, Wholesaling, and Market Logistics
519(30)
18. Managing Integrated Marketing Communications
549(28)
19. Managing Advertising, Sales Promotion, and Public Relations
577(42)
20. Managing the Sales Force
619(30)
21. Managing Direct and On-line Marketing
649(30)
22. Managing the Total Marketing Effort
679
Credits C1
Name Index I1(6)
Company/Brand Index I7(7)
Subject Index I14

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