000			02139nam a22002417a 4500
003			OSt
005			20230328161539.0
008			180801b xxu||||| |||| 00| 0 eng d
020			_a9781292092621
020			_a9780133856460 (hbk)
040			_cWIUC-GH
050			_aHF5415.13.K64
100			_aKotler, Philip. _9717
245			_aMarketing management. / _cPhilip Kotler and Kevin Lane Keller.
250			_a15th ed.
260			_aBoston : _bPearson, _c2016.
300			_a4, 136p. : _bill. ; _c28 cm.
500			_aIncludes appendix and index.
505			_aContents: 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			_aMarketing _925
700			_aKeller, Kevin Lane. _91099
942			_2lcc _cBK
999			_c6620 _d14120