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

Main Author Kotler, Philip, 1931- Country Estados Unidos. Edition 7th ed Publication Englewood Cliffs : Prentice-Hall, cop. 1991 Description XXVI, 756 p. : il. ; 28 cm Series The Prentice-Hall series in marketing ISBN 0-13-563479-2 CDU 658.8
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Item type Current location Call number Status Date due Barcode Item holds Course reserves
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - K Available 100686
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - K Available 111084
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - K Available 111085
Monografia Biblioteca da UMinho no Campus de Azurém
BPG2 658.8 - K Available 83229
Monografia Biblioteca da UMinho no Campus de Azurém
BPG 658.8 - K Available 83230

Mestrado em Engenharia Industrial Marketing 2º semestre

Total holds: 0

Enhanced descriptions from Syndetics:

Focuses on decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of the organization and the needs and opportunities of the marketplace. The book applies marketing thinking to products and services, consumer and industrial markets.

Table of contents provided by Syndetics

  • I Understanding Marketing Management
  • 1 Understanding the Critical Role of Marketing in Organizations and Society
  • 2 Building Customer Satisfaction Through Quality, Service, and Value
  • 3 Laying the Groundwork Through Market-Oriented Strategic Planning
  • 4 Managing the Marketing Process and Marketing Planning
  • II Analyzing Marketing Opportunities
  • 5 Marketing Information Systems and Marketing Research
  • 6 Analyzing the Marketing Environment
  • 7 Analyzing Consumer Markets and Buyer Behavior
  • 8 Analyzing Business Markets and Business Buying Behavior
  • 9 Analyzing Industries and Competitors
  • III Researching and Selecting Target Markets
  • 10 Measuring and Forecasting Market Demand
  • 11 Identifying Market Segments and Selecting Target Markets
  • IV Developing Marketing Strategies
  • 12 Differentiating and Positioning the Market Offer
  • 13 Developing, Testing, and Launching New Products and Services
  • 14 Managing Product Life Cycles and Strategies
  • 15 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
  • 16 Designing Strategies for the Global Marketplace
  • V Planning Marketing Programs
  • 17 Managing Products Lines, Brands, and Packaging
  • 18 Managing Service Businesses and Ancillary Services
  • 19 Designing Pricing Strategies and Programs
  • 20 Selecting and Managing Marketing Channels
  • 21 Managing Retailing, Wholesaling, and Physical-Distribution Systems
  • 22 Designing Communication and Promotion-Mix Strategies
  • 23 Designing Effective Advertising Programs
  • 24 Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs
  • 25 Managing the Salesforce
  • VI Organizing, Implementing, and Controlling Marketing Effort
  • 26 Organizing and Implementing Marketing Programs
  • 27 Evaluating and Controlling Marketing Performance
  • Author Index
  • Company/Brand Index
  • Subject Index

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