000			01938nam a2200205 a 4500
020			_a9780130497154
020			_a0130497150
082			_a658.8 _bKOT
100			_aPhilip Kotler
245			_aMarketing Management
250			_a11th ed.
260			_aNew Delhi: _bPearson Education, _c2003.
300			_axxix, [738] pages : _billustrations ;
490			_aPrentice Hall marketing.
500			_aIndex annexed
505			_a1. Defining Marketing for the 21st Century. 2. Adapting Marketing to the New Economy. 3. Building Customer Satisfaction, Value, and Retention. 4. Winning Markets through Market-Oriented Strategic Planning. 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Dealing with the Competition. 10. Identifying Market Segments and Selecting Target Markets. 11. Positioning and Differentiating the Market Offering through the Product Life Cycle. 12. Developing New Market Offerings. 13. Designing Global Market Offerings. 14. Setting the Product and Branding Strategy. 15. Designing and Managing Services. 16. Developing Price Strategies and Programs. 17. Designing and Managing Value Networks and Marketing Channels. 18. Managing Retailing, Wholesaling, and Market Logistics. 19. Managing Integrated Marketing Communications. 20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing. 21. Managing the Sales Force. 22. Managing the Total Marketing Effort.
520			_aFor MBA and undergraduate courses in Marketing Management. This marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing.
650			_aMarketing -- Management.
942			_cREF
999			_c38475 _d38475