| 000 | 02612cam a2200289 i 4500 | ||
|---|---|---|---|
| 001 | 18203628 | ||
| 003 | URBE | ||
| 005 | 20200911131724.0 | ||
| 008 | 140627s2016 njua 000 0 eng | ||
| 010 | _a 2014023870 | ||
| 020 | _a9780133856460 (student edition) | ||
| 040 |
_aDLC _beng _cURBE _erda _dDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.13 _b.K64 2016 |
| 082 | 0 | 0 |
_a658.8 _223 |
| 100 | 1 | _aKotler, Philip. | |
| 245 | 1 | 0 |
_aMarketing management / _cPhilip Kotler, Northwestern University, Kevin Lane Keller, Dartmouth College. |
| 250 | _a15 [edition]. | ||
| 260 |
_aNew York _bPearson, Education, Inc _c2016 |
||
| 300 |
_axxii, 692 pages,118 variously numbered pages : _bcolor illustrations ; _c29 cm. |
||
| 505 | _aPART 1: Understanding Marketing Management.-- Chapter 1: Defining Marketing of the New Realities.-- Chapter 2: Developing Marketing Strategies and Plans.-- PART 2: Capturing Marketing Insights.-- Chapter 3: Collecting Information and Forecasting Demand.-- Chapter 4: Conducting Marketing Research .-- PART 3: Connecting with Customers.-- Chapter 5: Creating Long-Term Loyalty Relationships.-- Chapter 6: Analyzing Consumer Markets.-- Chapter 7: Analyzing Business Markets.-- Chapter 8: Tapping into Global Markets.-- PART 4: Building Strong Brands.-- Chapter 9: Identifying Market Segments and Targets.-- Chapter 10: Crafting the Brand Positioning -- Chapter 11: Creating Brand .-- Chapter 12: Addressing Competition and Driving Growth.-- PART 5: Creating Value.-- Chapter 13: Setting Product Strategy.-- Chapter 14: Designing and Managing Services.-- Chapter 15: Introducing New Market Offerings.-- Chapter 16: Developing Pricing Strategies and Programs.-- PART 6: Delivering Value.-- Chapter 17: Designing and Managing Integrated Marketing Channels.-- Chapter 18: Managing Retailing, Wholesaling, and Logistics.-- PART 7: Communicating Value.-- Chapter 19: Designing and Managing Integrated Marketing Communications.-- Chapter 20: Managing Mass Communications: Advertising, Sales, Promotions, Events and Experiences, and Public Relations.-- Chapter 21: Managing Digital Communications: Direct and Database Marketing and Personal Selling.-- PART 8: Conducting Marketing Responsibly for Long-Term Success.-- Chapter 23: Managing a Holistic Marketing Organization for the Long Run. | ||
| 650 | 0 |
_aMarketing _xManagement. |
|
| 700 | 1 |
_aKeller, Kevin Lane, _d1956- |
|
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2lcc _cBK |
||
| 999 |
_c290 _d290 |
||