Marketing management : analysis, planning, implementation, and control - Kotler, Philip (Englewood Cliffs, NJ : Prentice Hall, 1988)
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
Includes bibliographical references and indexes
Keywords: Marketing -- Management