01888nam a22002417a 4500 OSt 20210629094724.0 121008t xxu||||| |||| 00| 0 eng d 9780131457577 0131457578 LC HF5415.13.K641 Kotler, Philip Marketing management. / Philip Kotler and Kevin Lane Keller 12th ed. New Jersey: Prentice Hall, c2006. xxxix, 729 + various pagings: ill.; 28cm. Includes index Contents: Understanding marketing management: Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights: Gathering information and scanning the environment -- Conducting marketing research and forecasting demand -- Connecting with customers: Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Building strong brands: Creating brand equity -- Crafting the brand positioning -- Dealing with competition -- Shaping the market offerings: Setting product strategy -- Designing and managing services -- Developing pricing strategies and programs -- Delivering value: Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Communicating value: Designing and managing integrated marketing communications -- Managing mass communications: advertising, sales promotions, events, and public relations -- Managing personal communications: direct marketing and personal selling -- Creating successful long-term growth: Introducing new market offerings -- Tapping into global markets -- Managing a holistic marketing organization -- Appendix. Marketing management Keller, Lane Kevin lcc BK 2398 9898 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2012-10-08 0 HF5415.13.K641 6139/12 2012-10-08 00:00:00 2012-10-08 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 HF5415.13.K64(12e) K/1013/1013/19 2021-06-29 00:00:00 1 2021-06-29 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 HF5415.13.K641(12e) K/1014/1014/19 2021-06-29 00:00:00 2 2021-06-29 BK