TY  - GEN
AU  - Kotler,Philip
TI  - Kotler on marketing: how to create, win and dominate markets 
SN  - 9780684860473 (pbk.)
U1  - 658.8 KOT 23
PY  - 2000///
CY  - London
PB  - The Free Press, 
KW  - Marketing
KW  - Management.
N1  - Includes bibliographical references (p. 229-233) and indexes; Pt. 1. Strategic Marketing. 1. Building Profitable Businesses Through World-Class Marketing. 2. Using Marketing to Understand, Create, Communicate, and Deliver Value. 3. Identifying Market Opportunities and Developing Targeted Value Offerings. 4. Developing Value Propositions and Building Brand Equity
Pt. 2. Tactical Marketing. 5. Developing and Using Market Intelligence. 6. Designing the Marketing Mix. 7. Acquiring, Retaining, and Growing Customers. 8. Designing and Delivering More Customer Value
Pt. 3. Administrative Marketing. 9. Planning and Organizing for More Effective Marketing. 10. Evaluating and Controlling Marketing Performance
Pt. 4. Transformational Marketing. 11. Adapting to the New Age of Electronic Marketing
Characteristics, Success Strategies, and Marketing Department Roles in Different Types of Industrial Businesses
N2  - Kotler on Marketing offers his essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors
ER  -