Research Catalog
Marketing management : analysis, planning, implementation, and control
- Title
- Marketing management : analysis, planning, implementation, and control / Philip Kotler.
- Author
- Kotler, Philip.
- Publication
- Englewood Cliffs, NJ : Prentice Hall, [1988], ©1988.
Items in the Library & Off-site
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2 Items
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5415.13 .K64 1988 | Off-site | |
Not available - Please for assistance. | Text | Use in library | Off-site |
Holdings
Details
- Description
- xxi, 776 pages : illustrations, graph.; 25 cm.
- Series Statement
- The Prentice-Hall series in marketing
- Uniform Title
- Prentice-Hall series in marketing.
- Subjects
- Bibliography (note)
- Includes bibliographical references and indexes.
- Contents
- Understanding the critical role of marketing in organizations and society -- Laying the groundwork through strategic planning -- The marketing management process and marketing planning -- Marketing information systems and marketing research -- Analyzing the marketing environment -- Analyzing consumer markets and buyer behavior -- Analyzing organizational markets and buyer behavior -- Analyzing competitors -- Measuring and forecasting markets -- Identifying market segments, selecting target markets, and developing market positions -- Marketing strategies for market leaders, challengers, followers, and nichers -- Marketing strategies for different stages of the product life cycle -- Marketing strategies for the global marketplace -- Developing, testing, and launching new products and services -- Managing products, product lines, and brands -- Managing services -- Designing pricing strategies and programs -- Selecting and managing marketing channels.
- Managing retailing, wholesaling, and physical-distribution systems -- Designing communication and promotion mix strategies -- Designing effective advertising programs -- Designing sales promotion and public relations programs -- Managing the sales force -- Organizing and implementing marketing programs -- Evaluating and controlling marketing performance.
- ISBN
- 0135561507
- 9780135561508
- 0135562678
- 9780135562673
- LCCN
- 87019301
- ZBWT00241370
- OCLC
- ocm16472573
- 16472573
- SCSB-5879282
- Owning Institutions
- Columbia University Libraries