Marketing management : analysis, planning, implementation, and control /
Philip Kotler
- 7a ed.
- Englewood Cliffs, New Jersey : Prentice Hall, 1991
- xxvi, 756 p.
Understanding the critical role of marketing in organizations and society, 1. -- Laying the groundwork through strategic planning, 32. -- Managing the marketing process and marketing planning, 61. -- Appendix : The theory of effective marketing-resource allocation, 82. -- Marketing information systems and marketing research, 94. -- Appendix : Marketing decision support systems, 118. -- Analyzing the marketing environment, 127. -- Appendix : Mapping a company's marketing environment, marketing system, and marketing strategy, 155. -- Analyzing consumer markets and buyer behavior, 161. -- Appendix : Some alternative decision processes used consumers to evaluate alternative brands, 193. -- Analyzing business markets and organizational buying behavior, 195. -- Analyzing competitors, 220. -- Measuring and forecasting market demands, 240. -- Appendix : Determinants of company market share, 259. -- Identifying market segments and selecting target markets, 261. -- Marketing strategies for differentiating and positioning the marketing offer, 288. -- Developing, testing, and launching new products and services, 310. -- Managing products through their product life cycle, 347. -- Designing marketing strategies for market leaders, challengers, followers, and nichers, 373. -- Designing strategies for the global marketplace, 399. -- Managing product lines, brands, and packaging, 428. -- Managing service businesses and ancillary services, 453. -- Designing pricing strategies and programs, 473. -- Selecting and managing marketing channels, 506. -- Managing retailing, wholesaling, and physical-distribution systems, 534. -- Designing communication and promotion-mix strategies, 566. -- Designing effective advertising programs, 595. -- Designing direct marketing, sales-promotion, and public-relations programs, 620. -- Managing the salesforce, 649. -- Organizing and implementing marketing programs, 684. -- Evaluating and controlling marketing performance, 708
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Marketing--Management. Mercadeo. Administración de mercadeo.