000			01888nam a22002417a 4500
003			OSt
005			20210629094724.0
008			121008t xxu||||| |||| 00| 0 eng d
020			_a9780131457577
020			_a0131457578
040			_cLC
050			_aHF5415.13.K641
100			_aKotler, Philip
245			_aMarketing management. / _cPhilip Kotler and Kevin Lane Keller
250			_a12th ed.
260			_aNew Jersey: _bPrentice Hall, _cc2006.
300			_axxxix, 729 + various pagings: _bill.; _c28cm.
500			_aIncludes index
505			_aContents: 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.
650			_bMarketing management
700			_aKeller, Lane Kevin
942			_2lcc _cBK
999			_c2398 _d9898