Marketing management

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Title:

Personal Author:

Kotler, Philip

Series:

The prentice hall international series in marketing

Edition:

Millennium ed.

Publication Information:

Upper Saddle River, N.J. : Prentice-Hall, 2000

Physical Description:

xxxii,131 p. : ill. (some col.) ; 26 cm.

ISBN:

9780130122179

9780130156846

Subject Term:

Marketing -- Management

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004848994	HF5415.13 K68 2000	Open Access Book	Book	Searching... Unknown
Searching... PSZ JB	30000010223083	HF5415.13 K68 2000	Open Access Book	Gift Book	Searching... Unknown
Searching... PSZ KL	30000004978775	HF5415.13 K68 2000	Open Access Book	Book	Searching... Unknown
Searching... PSZ KL	30000004849000	HF5415.13 K68 2000	Open Access Book	Book	Searching... Unknown

This text covering marketing management takes an analytical and management orientated approach. The tenth edition contains coverage of how the World Wide Web and e-commerce are altering the marketing landscape, and sections on marketing in the 21st century.

Preface	p. xxv
Part I Understanding Marketing Management
Chapter 1 Marketing in the Twenty-First Century	p. 1
Marketing Tasks	p. 2
Marketing Concepts and Tools	p. 7
Company Orientations Toward the Marketplace	p. 16
How Business and Marketing Are Changing	p. 26
Summary	p. 28
Applications	p. 29
Notes	p. 31
Chapter 2 Building Customer Satisfaction, Value, and Retention	p. 33
Defining Customer Value and Satisfaction	p. 34
The Nature of High-Performance Businesses	p. 40
Delivering Customer Value and Satisfaction	p. 44
Attracting and Retaining Customers	p. 46
Customer Profitability: The Ultimate Test	p. 54
Implementing Total Quality Management	p. 56
Summary	p. 58
Applications	p. 59
Notes	p. 60
Chapter 3 Winning Markets: Market-Oriented Strategic Planning	p. 63
Corporate and Division Strategic Planning	p. 65
Business Strategic Planning	p. 76
The Marketing Process	p. 84
Product Planning: The Nature and Contents of a Marketing Plan	p. 88
Marketing Planning for the Twenty-First Century	p. 94
Summary	p. 94
Applications	p. 95
Notes	p. 97
Part II Analyzing Marketing Opportunities
Chapter 4 Gathering Information and Measuring Market Demand	p. 99
The Components of a Modern Marketing Information System	p. 100
Internal Records System	p. 101
Marketing Intelligence System	p. 102
Marketing Research System	p. 103
Marketing Decision Support System	p. 116
An Overview of Forecasting and Demand Measurement	p. 118
Summary	p. 128
Applications	p. 129
Notes	p. 131
Chapter 5 Scanning The Marketing Environment	p. 135
Analyzing Needs and Trends in the Macroenvironment	p. 136
Identifying and Responding to the Major Macroenvironment Forces	p. 138
Summary	p. 154
Applications	p. 155
Notes	p. 157
Chapter 6 Analyzing Consumer Markets and Buyer Behavior	p. 159
A Model of Consumer Behavior	p. 160
The Major Factors Influencing Buyer Behavior	p. 161
The Buying Decision Process	p. 176
The Stages of the Buying Decision Process	p. 178
Summary	p. 184
Applications	p. 185
Notes	p. 187
Chapter 7 Analyzing Business Markets and Business Buying Behavior	p. 191
What Is Organizational Buying?	p. 192
Participants in the Business Buying Process	p. 196
The Purchasing-Procurement Process	p. 201
Institutional and Government Markets	p. 208
Summary	p. 211
Applications	p. 212
Notes	p. 215
Chapter 8 Dealing with the Competition	p. 217
Identifying Competitors	p. 220
Analyzing Competitors	p. 224
Designing the Competitive Intelligence System	p. 228
Designing Competitive Strategies	p. 231
Balancing Customer and Competitor Orientations	p. 247
Summary	p. 249
Applications	p. 250
Notes	p. 253
Chapter 9 Identifying Market Segments and Selecting Target Markets	p. 255
Levels and Patters of Market Segmentation	p. 256
Segmenting Consumer and Business Markets	p. 263
Market Targeting	p. 274
Summary	p. 279
Applications	p. 279
Notes	p. 281
Part III Developing Marketing Strategies
Chapter 10 Positioning the Market Offering Through the Product Life Cycle	p. 285
How to Differentiate	p. 286
Differentiation Tools	p. 287
Developing and Communicating a Positioning Strategy	p. 298
Product Life-Cycle Marketing Strategies	p. 303
Market Evolution	p. 317
Summary	p. 320
Applications	p. 321
Notes	p. 324
Chapter 11 Developing New Products	p. 327
Challenges in New-Product Development	p. 328
Effective Organizational Arrangements	p. 331
Managing the Development Process: Ideas	p. 335
Managing the Development Process: Concept to Strategy	p. 337
Managing the Development Process: Development to Commercialization	p. 343
The Consumer-Adoption Process	p. 354
Summary	p. 357
Applications	p. 358
Notes	p. 361
Chapter 12 Designing Global Market Offerings	p. 365
Deciding Whether to Go Abroad	p. 367
Deciding Which Markets to Enter	p. 368
Deciding How to Enter the Market	p. 374
Deciding on the Marketing Program	p. 379
Deciding on the Marketing Organization	p. 386
Summary	p. 388
Applications	p. 388
Notes	p. 391
Part IV Making Marketing Decisions
Chapter 13 Managing Product Lines and Brands	p. 393
The Product and the Product Mix	p. 394
Product-Line Decisions	p. 399
Brand Decisions	p. 404
Packaging and Labeling	p. 418
Summary	p. 420
Applications	p. 421
Notes	p. 423
Chapter 14 Designing and Managing Services	p. 427
The Nature of Services	p. 428
Marketing Strategies for Service Firms	p. 434
Managing Product Support Services	p. 446
Summary	p. 449
Applications	p. 450
Notes	p. 452
Chapter 15 Designing Pricing Strategies and Programs	p. 455
Setting the Price	p. 457
Adapting the Price	p. 471
Initiating and Responding to Price Changes	p. 478
Summary	p. 482
Applications	p. 483
Notes	p. 487
Part V Managing and Delivering Marketing Programs
Chapter 16 Managing Marketing Channels	p. 489
What Work Is Performed by Marketing Channels?	p. 490
Channel-Design Decisions	p. 494
Channel-Management Decisions	p. 499
Channel Dynamics	p. 505
Summary	p. 513
Applications	p. 514
Notes	p. 516
Chapter 17 Managing Retailing, Wholesaling, and Market Logistics	p. 519
Retailing	p. 520
Wholesaling	p. 532
Market Logistics	p. 536
Summary	p. 543
Applications	p. 544
Notes	p. 546
Chapter 18 Managing Integrated Marketing Communications	p. 549
The Communication Process	p. 550
Developing Effective Communications	p. 552
Deciding on the Marketing Communications Mix	p. 563
Managing and Coordinating Integrated Marketing Communications	p. 568
Summary	p. 570
Applications	p. 570
Notes	p. 573
Chapter 19 Managing Advertising, Sales Promotion, Public Relations	p. 577
Developing and Managing an Advertising Program	p. 578
Deciding on Media and Measuring Effectiveness	p. 586
Sales Promotion	p. 597
Public Relations	p. 605
Summary	p. 610
Applications	p. 611
Notes	p. 614
Chapter 20 Managing the Sales Force	p. 619
Designing a Sales Force	p. 620
Managing the Sales Force	p. 626
Principles of Personal Selling	p. 635
Summary	p. 642
Applications	p. 643
Notes	p. 646
Chapter 21 Managing Direct and On-Line Marketing	p. 649
The Growth and Benefits of Direct Marketing	p. 650
Customer Databases and Indirect Marketing	p. 652
Major Channels for Direct Marketing	p. 656
Marketing in the Twenty-First Century: Electronic Commerce	p. 663
Public and Ethical Issues in Direct Marketing	p. 672
Summary	p. 673
Applications	p. 674
Notes	p. 676
Chapter 22 Managing the Total Marketing Effort	p. 679
Trends in Company Organization	p. 680
Marketing Organization	p. 680
Marketing Implementation	p. 695
Evaluation and Control	p. 696
Summary	p. 713
Applications	p. 714
Notes	p. 716
Credits	p. C1
Name Index	p. 1
Company/Brand Index	p. 7
Subject Index	p. 14

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