TY  - BOOK
AU  - Kotler, Philip
TI  - Marketing management: analysis, planning and control: a casebook
SN  - 0-13-558024-2
U1  - 658.4032 
PY  - 1984///
CY  - London
PB  - Hall International
KW  - ESTUDIO DE MERCADO
KW  - MARKETING
KW  - MERCADOTECNIA
KW  - PUBLICIDAD
N2  - The role of marketing in today organizations. Strategic planning and the marketing management process. The marketing environment. Consumer markets and buying behavior. Organizational markets and buying behavior. Organizational markets and buying. The marketing information system and marketing research. market measurement and forecasting. market segmentation, targeting, and positioning. The marketing planning process. The new product development process. Marketing strategies in different stages of the product life cycle. Marketing strategies for market leaders, challengers. followers, and nichers. marketing strategies during periods of shortages, inflation, and recession. Marketing strategies for the global marketplace. product, brand, packaging, and services decisions. Pricing decisions. Marketing-channel decisins.Retailing, wholesaling, and physical-distribution decisions
ER  -