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| ผู้แต่ง |
Kotler, Philip | | ชื่อเรื่อง |
Marketing management : analysis, planning, implementation,and control / Philip Kotler | | ISBN |
013-261-363-8
| | พิมพ์ลักษณ์ |
Upper Saddle River, N.J. : Prentice Hall, c1997 | | เลขเรียก |
MK 32 | | ครั้งที่พิมพ์ |
9th ed. international ed. | | ลักษณะทางกายภาพ |
xl, 789 p. : ill.; 26 cm | | หมายเหตุ |
Partial Contents: Understanding marketing management : Assessingmarketing^'s critical role in organizational performance
--Building customer satisfaction through quality, service and value
-- Winning markets through market-oriented strategic planning
-- Analyzing marketing opportunities :Managing marketing information and measuring market demand
-- Scanning the marketing environment
-- Analyzing consumer markets and buying behavior
-- Analyzing businessmarkets and business buying behavior
-- Analyzing industries and competitors
-- Identifying market segments and selecting target markets
-- Developing marketing strategies : Differentiating and positioning the market offering
-- Developing new products -- Managing life -- Designing marketing strategies for market leaders, challengers followers, and nichers -- Designing and managing global marketing strategies -- Planning marketingprograms : Managing product lines, brands, and packaging -- Managing service businesses and product support services-- Designing pricing strategies and programs -- Selecting and managing marketing channels -- Managing advertising, sales promotion and public relations -- Managing the salesforce -- Managing direct and online marketing -- Managing the marketing effort : Organizing, implementing, evaluating and controlling marketing activities -- The theory of effective marketing-resource allocation -- Statistical methods for future demand projection | | หัวเรื่อง |
Marketing--Management |
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