Marketing management / Philip Kotler.

CONTENTS

PART 1: UNDERSTANDING MARKETING MANAGEMENT
Marketing in the twenty-first century
Building customer satisfaction, value and retention
Winning markets: Market oriented strategic planning

PART II: ANALYZING MARKETING OPPORTUNITIES
Gathering information and measuring market demand
Scanning the market environment
Analysing consumer markets and buyer behaviour
Analysing business markets and business buying behaviour
Dealing with the competition
Identifying market segments and selecting target markets

PART III: DEVELOPING MARKETING STRATEGIES
Positioning the market offering through the product life cycle
Developing new market offerings
Designing global market offerings

PART IV: MAKING MARKETING DECISIONS
Managing product lines and brands
Designing and managing services
Designing pricing strategies and programs

PART V: MANAGING AND DELIVERING MARKETING PROGRAMS

Managing marketing channels
Managing retailing, wholesaling, and market logistics
Managing integrated marketing communications
Managing advertising, sales promotion, and public relations
Managing the sales force
Managing direct and online marketing
Managing the total marketing effort

Includes bibliographical references and indexes.