000			02286cam a2200313 a 4500
001			678924608
003			OCoLC
005			20241005093414.0
008			241005s2012 njua b 001 0 eng
010			_a2010046655
035			_a(OCoLC)678924608
040			_cMSA UNI
042			_apcc
050	0	0	_aHF5415.13 _b.K64 2012
082	0	0	_a658.8 _222
100	1		_aKotler, Philip _91450
245	1	0	_aMarketing management / _cPhilip Kotler, Kevin Lane Keller , Alexander Chernev
250			_a16th ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _c2022
300			_axxii, 605, [127] pages : _bcolor illustrations ; _c29 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index
505	0		_aPart 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary
650		0	_aMarketing _xManagement _91451
700	1		_aKeller, Kevin Lane, _d1956- _91452
942			_2ddc _cBK
999			_c26965 _d26965