Título : Marketing Management Tipo de documento: texto impreso Autores: Philip Kotler, Autor Editorial: Prentice Hall Fecha de publicación: 1997 Número de páginas: 789 Il.: Tapa dura ISBN/ISSN/DL: 978-0-13-243510-9 Nota general: Brief Contents: Understanding marketing management - analyzing marketing opportunities - developing marketing strategies - planning marketing programs - managing the marketing effort Idioma : Inglés (eng) Clasificación: 6 Política, derecho y economía Clasificación: 330 Economía Nota de contenido: Contents: Assessing marketing's critical role in organizational performance - Building customer satisfaction through quality service, and value - Winning markets thropungh market-oriented strategic planning - Managing marketing information and measuring market demand - Scanning the marketing environment - Analyzing consumer markets and buying behavior - Analyzing business markets and business buying behavior - Analyzing industries and competitors - Indentifying market segments and selecting market targets - Differentiating and positioning the market offering - Developing new products - Managing life-cycle strategies - Designing marketing strategies for market leaders, challengers, followers, and nichers - Designing and Managing Global marketing strategies - Managing product lines, brands, and Packaging - Managing service businesses and product support services - Designing Pricing strategies and programs - Selecting and Managing marketing channels - Managing retailing, wholesaling, and market logistics - Designing and managing intedrated marketing communications - Managing advertising, sales promotion, and public relations - Managing the sales force - Managing direct and online marketing - Organizing, implementing, evaluating, and controlling marketing activities - The theory of effective marketing-resource allocation - Statistical methods for future demand projection. Link: http://biblioteca.uejavier.com/opac_css/index.php?lvl=notice_display&id=6067

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