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Marketing management : analysis, planning, implementation, and control
Autor: Kotler, Philip.
Rok: 1991.
ISBN: 9780135524800
OKCZID: 110149689
Vydání: 7. ed.
Citace (dle ČSN ISO 690):
KOTLER, Philip. Marketing management: analysis, planning, implementation, and control. 7. ed. Englewood Cliffs: Prentice-Hall, 1991. xxvi, 756 s.
Anotace
This world-wide best-selling book highlights the most recent trends and developments in global marketing—with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing—along with the opportunities and needs of the marketplace in the years ahead.