000			01998nam a22002417a 4500
003			OSt
005			20211122151705.0
008			180801b xxu||||| |||| 00| 0 eng d
020			_a9781292092621
020			_a1292092629
040			_cLC
050			_aHF5415.13.K64(15e)
100			_aKotler, Philip.
245			_aMarketing management. / _cPhilip Kotler and Kevin Lane Keller.
250			_a15th ed.
260			_aBoston: _bPearson, _c2016.
300			_a 136p. : _bill. ; _c28 cm.
500			_aIncludes appendix and index.
505			_aContents: 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			_2Marketing management
700			_aKeller, Kevin Lane.
942			_2lcc _cBK
999			_c8079 _d15579