TY  - BOOK
AU  - Kotler,Philip
AU  - Cunningham,Margaret H.
AU  - Turner,Ronald E.
TI  - Marketing management
SN  - 0130144290
AV  - HF 5415.13 KOT
PY  - 2001///
CY  - Toronto
PB  - Prentice Hall Canada
KW  - Marketing - management
KW  - Marketing - Gestion
N1  - Includes bibliographical references and index; pt. I. Understanding marketing management -- 1. Marketing in the twenty-first century -- 2. Building customer satisfaction, value, and retention -- 3. Winning markets: market-oriented strategic planning -- -- pt. II. Analyzing marketing opportunities -- 4. Gathering information and measuring market demand -- 5. Scanning the marketing environment -- 6. Analyzing consumer markets and buying behaviour -- 7. Analyzing business markets and business buying behaviour -- 8. Dealing with the competition -- 9. Identifying market segments and selecting target markets -- -- pt. III. Developing marketing strategies -- 10. Positioning the market offering through the product life cycle -- 11. Developing new products -- 12. Designing global market offerings -- -- pt. IV. Making marketing decisions -- 13. Managing product lines and brands -- 14. Designing and managing services -- 15. Designing pricing strategies and programs -- -- pt. V. Managing and delivering marketing programs -- 16. Managing marketing channels -- 17. Managing retailing, wholesaling, and market logistics -- 18. Managing integrated marketing communications -- 19. Managing advertising, sales promotion, and public relations -- 20. Managing the sales force -- 21. Managing direct and on-line marketing -- 22. Managing the total marketing effort
ER  -