Marketing Management / Philip Kotler.

CONTENTS<br/><br/>PART 1: UNDERSTANDING MARKETING MANAGEMENT<br/>Marketing in the twenty-first century<br/>Building customer satisfaction, value and retention<br/>Winning markets: Market oriented strategic planning<br/><br/>PART II: ANALYZING MARKETING OPPORTUNITIES<br/>Gathering information and measuring market demand<br/>Scanning the market environment<br/>Analysing consumer markets and buyer behaviour<br/>Analysing business markets and business buying behaviour<br/>Dealing with the competition<br/>Identifying market segments and selecting target markets<br/><br/>PART III: DEVELOPING MARKETING STRATEGIES<br/>Positioning the market offering through the product life cycle<br/>Developing new market offerings<br/>Designing global market offerings<br/><br/>PART IV: MAKING MARKETING DECISIONS<br/>Managing product lines and brands<br/>Designing and managing services<br/>Designing pricing strategies and programs<br/><br/>PART V: MANAGING AND DELIVERING MARKETING PROGRAMS<br/><br/>Managing marketing channels<br/>Managing retailing, wholesaling, and market logistics<br/>Managing integrated marketing communications<br/>Managing advertising, sales promotion, and public relations<br/>Managing the sales force<br/>Managing direct and online marketing<br/>Managing the total marketing effort.

Includes bibliographical references and indexes.