000			03060cam a2200253 a 4500
001			vtls000001814
003			VRT
005			20250102223155.0
008			081110s1997 nju | 001 0 eng d
020			_a0132613638 (International ed.)
039		9	_a202301081435 _bshakra _c201402040055 _dVLOAD _c201005191126 _dmalmash _c200904110826 _dvenkatrajand _y200811101050 _zmusallam
050		0	_aHF5415.13 _b.K64 1997
100	1		_aKotler, Philip. _92887
245	1	0	_aMarketing Management : _bAnalysis, Planning, Implementation, and Control / _cPhilip Kotler
250			_a9th ed.
260			_aUpper Saddle River, N.J ; _aLondon : _bPrentice Hall International, _cc1997.
300			_axl, 789, [50] p. : _bill. ; _c26 cm.
440		0	_aPrentice Hall international series in marketing _9808
504			_aIncludes bibliographical references and indexes
505			_aPart 1 Understanding marketing management: assessing marketing's critical role in organizational performance; building customer satisfaction through quality, service and value; winning markets through market-oriented strategic planning. Part 2 Analyzing marketing opportunities: managing marketing information and measuring market demand; scanning the marketing environment; analyzing consumer markets and buying behaviour; analyzing industries and competitors; identifying market segments and selecting target markets. Part 3 Developing marketing strategies: differentiating and positioning the market offering; developing new products; managing life-cycle strategies; designing marketing strategies for market leaders; challengers, followers and nichers; designing and managing global marketing strategies. Part 4 Planning marketing programs: managing product lines, brands and packaging; managing service businesses and product support service; designing pricing strategies and programs; selecting and managing marketing channels; managing retailing, wholesaling and market logistics; designing and managing integrated marketing communication; managing advertising, sales promotion and public relations; managing the sale force; managing direct and online marketing. Part 5 Managing the marketing effort: organizing, implementing, evaluating and controlling marketing activities. Technical appendices: the theory of effective marketing: resource allocation; statistical methods for future demand projection; author index; company/brand index; subject index.
520			_aThe ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all other functions of the business, introduces new perspectives in successful strategic market planning, and presents additional, company examples of creative, market-focused and customer-driven action. Kloter underscores the importance of computers, telecommunications and other new technologies in improving marketing planning and performance.
650		0	_aMarketing _xManagement _92888
942			_2lcc _n0 _cBK
999			_c7015 _d7015