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Kotler, Philip.

Marketing management : analysis, planning, implementation, and control / Philip Kotler - Sixth edition - xxi, 776 pages : illustrations, graph. ; 25 cm - The Prentice-Hall series in marketing . - Prentice-Hall series in marketing. .

Includes bibliographical references and indexes

Understanding the critical role of marketing in organizations and society -- Laying the groundwork through strategic planning -- The marketing management process and marketing planning -- Marketing information systems and marketing research -- Analyzing the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing organizational markets and buyer behavior -- Analyzing competitors -- Measuring and forecasting markets -- Identifying market segments, selecting target markets, and developing market positions -- Marketing strategies for market leaders, challengers, followers, and nichers -- Marketing strategies for different stages of the product life cycle -- Marketing strategies for the global marketplace -- Developing, testing, and launching new products and services -- Managing products, product lines, and brands -- Managing services -- Designing pricing strategies and programs -- Selecting and managing marketing channels -- Managing retailing, wholesaling, and physical-distribution systems -- Designing communication and promotion mix strategies -- Designing effective advertising programs -- Designing sales promotion and public relations programs -- Managing the sales force -- Organizing and implementing marketing programs -- Evaluating and controlling marketing performance

ISBN: 0135561507 0135562678

LCCN: 87019301

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13 / .K64 1988