TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - Marketing management
SN  - 81-7758-690-4
AV  - HF5415.13 .K64 2006
U1  - 658.8 22
PY  - 2006///
CY  - Upper Saddle River, NJ
PB  - Pearson Prentice Hall
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; Ch. 1; Defining marketing for the 21st century --; Ch. 2; Developing marketing strategies and plans --; Ch. 3; Gathering information and scanning the environment --; Ch. 4; Conducting marketing research and forecasting demand --; Ch. 5; Creating customer value, satisfaction, and loyalty --; Ch. 6; Analyzing consumer markets --; Ch. 7; Analyzing business markets --; Ch. 8; Identifying market segments and targets --; Ch. 9; Creating brand equity --; Ch. 10; Crafting the brand positioning --; Ch. 11; Dealing with competition --; Ch. 12; Setting product strategy --; Ch. 13; Designing and managing services --; Ch. 14; Developing pricing strategies and programs --; Ch. 15; Designing and managing value networks and channels --; Ch. 16; Managing retailing, wholesaling, and logistics --; Ch. 17; Designing and managing integrated marketing communications --; Ch. 18; Managing mass communications : advertising, sales promotions, events, and public relations --; Ch. 19; Managing personal communications : direct marketing and personal selling --; Ch. 20; Introducing new market offerings --; Ch. 21; Tapping into global markets --; Ch. 22; Managing a holistic marketing organization
UR  - http://www.loc.gov/catdir/toc/ecip055/2004029595.html
ER  -