Marketing management : analysis, planning, and control / Philip Kotler.

Table of Contents

Part one: Understanding marketing
1. The role of marketing in today's organization
2. Strategic planning and the marketing management process

Part two: Analysing market structure and behavior
3.The marketing environment
4. Consumer market and buying behavior
5. Organizational markets and buying behavior

Part three: Researching and selecting marketing opportunities
6. The marketing information system and marketing research
7. Market measurement and forecasting
8. Market segmentation, targeting and positioning
9. The marketing plan process
10. The new product development process
11. Marketing strategies in different stages of the product lifecycle
12. Marketing strategies for market leaders, challengers, followers and nichers
13. Marketing strategies during the period of shortages, inflation and recession
14. Marketing strategies for the global marketplace

Part five. Planning marketing tactics
15. Product, brand, packaging and services decision
16. Pricing decisions
17. Marketing-channel decisions
18. Retailing, wholesaling and physical distribution decisions
19. Communication and promotion-mix decision
20. Advertising decisions
21. Sales promotion and publicity decisions
22. Sales management and personal-selling decisions

Part six. Implementing and controlling the marketing effort
23. Marketing organization and implementation
24. Marketing control

Includes bibliographical references and indexes p. 777-794