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Marketing management

Author: Philip Kotler; Margaret H Cunningham; Ronald E Turner
Publisher: Toronto : Prentice Hall Canada, 2001.
Edition/Format:   Print book : English : Canadian 10th edView all editions and formats
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Document Type: Book
All Authors / Contributors: Philip Kotler; Margaret H Cunningham; Ronald E Turner
ISBN: 0130144290 9780130144294
OCLC Number: 43275700
Description: xxiv, 775 pages : illustrations, portraits ; 26 cm
Contents: pt. I. Understanding marketing management --
1. Marketing in the twenty-first century --
2. Building customer satisfaction, value, and retention --
3. Winning markets: market-oriented strategic planning --
--
pt. II. Analyzing marketing opportunities --
4. Gathering information and measuring market demand --
5. Scanning the marketing environment --
6. Analyzing consumer markets and buying behaviour --
7. Analyzing business markets and business buying behaviour --
8. Dealing with the competition --
9. Identifying market segments and selecting target markets --
--
pt. III. Developing marketing strategies --
10. Positioning the market offering through the product life cycle --
11. Developing new products --
12. Designing global market offerings --
--
pt. IV. Making marketing decisions --
13. Managing product lines and brands --
14. Designing and managing services --
15. Designing pricing strategies and programs --
--
pt. V. Managing and delivering marketing programs --
16. Managing marketing channels --
17. Managing retailing, wholesaling, and market logistics --
18. Managing integrated marketing communications --
19. Managing advertising, sales promotion, and public relations --
20. Managing the sales force --
21. Managing direct and on-line marketing --
22. Managing the total marketing effort.
Responsibility: Philip Kotler, Peggy H. Cunningham, Ronald E. Turner.

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