| LEADER 00000nam 2200000uu 4500 |
| 008 121015s1997||||th 000 0 eng d |
| 020 ^a0132613638 |
| 099 ^aMK 32 |
| 100 1 ^aKotler, Philip |
| 245 10 ^aMarketing management :^banalysis, planning, implementation,and control /^cPhilip Kotler |
| 250 ^a9th ed. international ed. |
| 260 ^aUpper Saddle River, N.J. :^bPrentice Hall,^cc1997 |
| 300 ^axl, 789 p. :^bill.;^c26 cm |
| 504 ^aIncludes bibliography and index |
| 505 2 ^aUnderstanding 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 |
| 650 0 ^aMarketing^xManagement |
| 999 ^aกานต์พิชชา ร่วมรส |
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