Marketing management. / (Record no. 8079)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01998nam a22002417a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20211122151705.0 |
| 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 | 1292092629 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | LC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.13.K64(15e) |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kotler, Philip. |
| 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 | 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: 1. Understanding marketing management: Defining marketing for the new realities -- Developing marketing strategies and plans -- 2: Capturing marketing insights: Collecting information and forecasting demand -- Conducting marketing research -- 3: Connecting with customers: Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- 4. Building strong brands: Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- 5. Creating value: Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Delivering value: Designing and managing integrated marketing channels -- Managing, retailing, wholesaling, and logistics -- 7. Communicating value: Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events and experiences, and public relations --Managing digital communications: online, social media, and mobile -- Managing personal communications: direct and database marketing and personal selling -- 8. Conducting marketing responsibly for long-term success: Managing a holistic marketing organization for the long run -- |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Source of heading or term | Marketing management |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Keller, Kevin Lane. |
| 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 KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.13.K64(15e) | K/1555/1555/19 | 22/11/2021 | 1 | 22/11/2021 | Books | |||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.13.K641(15e) | K/1556/1556/19 | 22/11/2021 | 2 | 22/11/2021 | Books | |||||
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 07/11/2019 | HF5415.13.K642(15e) | K/1557/1557/19 | 22/11/2021 | 3 | 22/11/2021 | Books |