TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management: analysis, planning, implementation, and control 
T2  - The Prentice-Hall series in marketing
SN  - 0135561507
AV  - HF5415.13 .K64 1988
PY  - 1988///]
CY  - Englewood Cliffs, NJ
PB  - Prentice Hall
KW  - Marketing
KW  - Management
N1  - 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
ER  -