000			02023aam a2200217 4500
003			OSt
005			20240209114928.0
008			160823b xxu||||| |||| 00| 0 eng d
020			_a9789332557185
040			_c
082			_a658.8 _bKOT
100			_aKotler, Philip _91412
245			_aMarketing Management
250			_a15th ed
260			_aNoida _bPearson Education Ltd. _c2016
300			_a756p
500			_aPart I: Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans 3. Creating Long-Term Loyalty Relationships Part II: Capturing Marketing Insights 4. Collecting Information and Forecasting Demand 5. Conducting Marketing Research Part III: Connecting with Customers 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part IV: Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Addressing Competition and Driving Growth Part V: Creating Value 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part VI: Communicating Value 17. Designing and Managing Integrated Marketing Communications 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences and Public Relations 19. Managing Digital Communications: Online, Social Media and Mobile 20. Managing Personal Communications: Direct and Database Marketing and Personal Selling Part VII: Delivering Value 21. Designing and Managing Integrated Marketing Channels 22. Managing Retailing, Wholesaling and Logistics Part VIII: Conducting Marketing Responsibly for Long-Term Success 23. Managing a Holistic Marketing Organization for the Long Run
600			_aMarketing - Management _96120
700			_aKeller, Kevin Lane _96121
942			_2ddc _cLB _k658.8 _mKOT
999			_c101787 _d101787