000			01761nam a22001937a 4500
008			121008t xxu||||| |||| 00| 0 eng d
020			_a9780273753360
050			_aHF5415.13.K64
100			_aKotler, Philip.
245			_aMarketing management. / _cPhilip Kotler
250			_a14th ed.
260			_aBoston: _bPearson, _c2013.
300			_a679 + various pagings: _bill.; _c28cm.
500			_aIncludes index and appendix.
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.
650			_bMarketing management
700			_aKeller, Lane Kevin
942			_2lcc _cBK
999			_c5567 _d13067