Marketing Management: Analysis, Planning, Implementation and Control - Couverture souple

Kotler, Philip

Couverture souple

ISBN 10 : 0135634792 ISBN 13 : 9780135634790

Editeur : Prentice-Hall, 1991

Synopsis

This text focuses on the major decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of an organization and the needs and opportunities of the marketplace. It applies marketing thinking to products and services, consumer and industrial markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and middlemen businesses, and low-tech and high-tech industries. Boxed exhibits in the texts have been classified and colour-coded into four groups - strategies, marketing concepts and tools, marketing environment and trends, and companies and industries. The book also includes material on local marketing, category management, total quality improvement programmes, trade shows, and building a marketing culture. There are statistics and analyses of new trends and developments in the environment, a discussion of strategic marketing, a description of developments in marketing planning, organization, implementation and control. The growing use of computers, telecommunications and other new technologies in improving marketing planning and performance is also covered.

A propos du livre

Présentation de l'éditeur

Best-seller world-wide, the eighth edition of this classic text 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. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning, and performance.

Détails de l'édition

• Éditeur: Prentice-Hall
• Date d'édition: 1991
• Langue: anglais
• ISBN 10: 0135634792
• ISBN 13: 9780135634790
• Reliure: Broché
• Nombre de pages: 816
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible