Marketing Management: The Millennium Edition

by Kotler, Philip

• ISBN13: 9780130122179
• ISBN10: 0130122173
• Edition: 10th
• Format: Hardcover
• Copyright: 1999-07-01
• Publisher: Pearson College Div

Summary

For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

Table of Contents

Preface	xxv
PART I. UNDERSTANDING MARKETING MANAGEMENT	1	(98)
1. Marketing in the Twenty-First Century	1	(32)
2. Building Customer Satisfaction, Value, and Retention	33	(30)
3. Winning Markets: Market-Oriented Strategic Planning	63	(36)
PART II. ANALYZING MARKETING OPPORTUNITIES	99	(186)
4. Gathering Information and Measuring Market Demand	99	(36)
5. Scanning the Marketing Environment	135	(24)
6. Analyzing Consumer Markets and Buyer Behavior	159	(32)
7. Analyzing Business Markets and Business Buying Behavior	191	(26)
8. Dealing with the Competition	217	(38)
9. Identifying Market Segments and Selecting Target Markets	255	(30)
PART III. DEVELOPING MARKETING STRATEGIES	285	(108)
10. Positioning the Market Offering Through the Product Life Cycle	285	(42)
11. Developing New Market Offerings	327	(38)
12. Designing Global Market Offerings	365	(28)
PART IV. MAKING MARKETING DECISIONS	393	(96)
13. Managing Product Lines and Brands	393	(34)
14. Designing and Managing Services	427	(28)
15. Designing Pricing Strategies and Programs	455	(34)
PART V. MANAGING AND DELIVERING MARKETING PROGRAMS	489
16. Managing Marketing Channels	489	(30)
17. Managing Retailing, Wholesaling, and Market Logistics	519	(30)
18. Managing Integrated Marketing Communications	549	(28)
19. Managing Advertising, Sales Promotion, and Public Relations	577	(42)
20. Managing the Sales Force	619	(30)
21. Managing Direct and On-line Marketing	649	(30)
22. Managing the Total Marketing Effort	679
Credits	C1
Name Index	I1	(6)
Company/Brand Index	I7	(7)
Subject Index	I14