01278nam a2200217Ia 4500 CTU_19322 210402s9999 xx 000 0 und d 4.99 658.8 K87 Kotler, Philip Marketing management : Analysis, planning, implementation and control Philip Kotler Upper Saddle River, NJ Prentice-Hall 1997 The book is organized into five parts. Part I develops the societal, managerial, and strategic underpinnings of marketing theory and practice. Part II presents concepts and tools for analyzing any market and marketing environment to discern opportunities. Part IIIexamines issues in designing marketing strategies for companies in different market positions, global positions, and stages in the product life cycle. Part IV deals with tactical marketing and how companies should handle each element of the marketing mix - products, price, place, and promotion. Finally, Part V examines the administrative side of marketing - how firms organize, evaluate, and control marketing activities Managerial economics,Marketing Minh, H.Mai Trung tâm Học liệu Trường Đại học Cần Thơ