TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing management: analysis, planning, implementation, and control 
SN  - 0132435101
AV  - HF 5415.13 .K848 1997b
PY  - 1997///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
KW  - Management
KW  - sears
N2  - An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action
ER  -