Marketing management - Kotler, Philip (Upper Saddle River, N.J. : Prentice Hall, 2000)
Understanding Marketing Management -- Marketing in the Twenty-First Century -- Marketing Tasks -- Marketing Concepts and Tools -- Company Orientations Toward the Marketplace -- How Business and Marketing Are Changing -- Building Customer Satisfaction, Value, and Retention -- Defining Customer Value and Satisfaction -- The Nature of High-Performance Businesses -- Delivering Customer Value and Satisfaction -- Attracting and Retaining Customers -- Customer Profitability: The Ultimate Test -- Implementing Total Quality Management -- Winning Markets: Market-Oriented Strategic Planning -- Corporate and Division Strategic Planning -- Business Strategic Planning -- The Marketing Process -- Product Planning: The Nature and Contents of a Marketing Plan -- Marketing Planning for the Twenty-First Century -- Analyzing Marketing Opportunities -- Gathering Information and Measuring Market Demand -- The Components of a Modern Marketing Information System -- Internal Records System -- Marketing Intelligence System -- Marketing Research System -- Marketing Decision Support System -- An Overview of Forecasting and Demand Measurement -- Scanning The Marketing Environment -- Analyzing Needs and Trends in the Macroenvironment -- Identifying and Responding to the Major Macroenvironment Forces -- Analyzing Consumer Markets and Buyer Behavior -- A Model of Consumer Behavior -- The Major Factors Influencing Buyer Behavior -- The Buying Decision Process -- The Stages of the Buying Decision Process -- Analyzing Business Markets and Business Buying Behavior.
Includes bibliographical references and indexes.
Keywords: Marketing -- Management