Marketing management. / (Record no. 6620)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02139nam a22002417a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230328161539.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180801b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781292092621 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780133856460 (hbk) |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | WIUC-GH |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.13.K64 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kotler, Philip. |
| 9 (RLIN) | 717 |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing management. / |
| Statement of responsibility, etc. | Philip Kotler and Kevin Lane Keller. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 15th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Boston : |
| Name of publisher, distributor, etc. | Pearson, |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 4, 136p. : |
| Other physical details | ill. ; |
| Dimensions | 28 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes appendix and index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Contents: Part 1: Understanding marketing management: 1.Defining marketing for the new realities -- 2. Developing marketing strategies and plans -- Part 2: Capturing marketing insights: 3. Collecting information and forecasting demand -- 4. Conducting marketing research -- Part 3: Connecting with customers: 5. Creating long-term loyalty relationships -- 6. Analyzing consumer markets -- 7. Analyzing business markets -- 8. Tapping into global markets -- Part 4: 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 5: Creating value: 13. Setting product strategy -- 14. Designing and managing services -- 15. Introducing new market offerings -- 16. Developing pricing strategies and programs -- Part 6: Delivering value: 17. Designing and managing integrated marketing channels -- 18. Managing, retailing, wholesaling, and logistics -- Part 7: Communicating value: 19. Designing and managing integrated marketing communications -- 20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations -- 21. Managing digital communications: online, social media, and mobile -- 22. Managing personal communications: direct and database marketing and personal selling -- Part 8: Conductig marketing responsibly for long-term success: 23. Managing a holistic marketing organization for the long term. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| 9 (RLIN) | 25 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Keller, Kevin Lane. |
| 9 (RLIN) | 1099 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 01/08/2018 | HF5415.13.K64 | 8356/176/18 | 01/08/2018 | 1 | 01/08/2018 | Books | |||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 01/08/2018 | HF5415.13.K641 | 8259/077/18 | 01/08/2018 | 2 | 01/08/2018 | Books | |||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 11/03/2023 | HF5415.13.K64(15e) | K/3008/0106/23 | 28/03/2023 | 01/08/2018 | Books |