Kotler, Philip. <br/><br/>
Marketing Management :  Analysis, Planning and Control. 
Philip Kotler. 
 - 5th edition. 
 - New Jersey :  Prentice Hall Inc.  1984 
 - xxi,794p. :  ill. ;  25cm 
<br/><br/> <br/>Table of Contents<br/><br/>Part one: Understanding marketing<br/>1. The role of marketing in today's organization<br/>2. Strategic planning and the marketing management process<br/><br/>Part two: Analysing market structure and behavior<br/>3.The marketing environment<br/>4. Consumer market and buying behavior <br/>5. Organizational markets and buying behavior<br/><br/>Part three: Researching and selecting marketing opportunities <br/>6. The marketing information system and marketing research<br/>7. Market measurement and forecasting<br/>8. Market segmentation, targeting and positioning<br/>9. The marketing plan process<br/>10. The new product development process<br/>11. Marketing strategies in different stages of the product lifecycle<br/>12. Marketing strategies for market leaders, challengers, followers and nichers<br/>13. Marketing strategies during the period of shortages, inflation and recession<br/>14. Marketing strategies for the global marketplace<br/><br/>Part five. Planning marketing tactics<br/>15. Product, brand, packaging and services decision<br/>16. Pricing decisions<br/>17. Marketing-channel decisions<br/>18. Retailing, wholesaling and physical distribution decisions<br/>19. Communication and promotion-mix decision<br/>20. Advertising decisions<br/>21. Sales promotion and publicity decisions<br/>22. Sales management and personal-selling decisions<br/><br/>Part six. Implementing and controlling the marketing effort<br/>23. Marketing organization and implementation<br/>24. Marketing control  	Includes bibliographical references and indexes p. 777-794 
<br/><br/><label>ISBN: </label>0135580242 
<br/><br/><label>LC Class. No.: </label>HF5415.13 
<br/><br/><label>Dewey Class. No.: </label>658.8  / KOT