Marketing Management / (Record no. 4849)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01834nam a22001577a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180515b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 978-1-292-09262-1 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Edition number | 23 |
| Classification number | 658.8 |
| Item number | KEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Keller Kotler |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing Management / |
| Statement of responsibility, etc. | Kotler Keller. |
| 250 ## - EDITION STATEMENT | |
| Remainder of edition statement | 2016. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Delhi. |
| Name of publisher, distributor, etc. | Pearson; |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 714 p . ; |
| Other physical details | softbound |
| Dimensions | 22x28cm |
| 505 ## - FORMATTED CONTENTS NOTE | |
| FORMATTED CONTENTS NOTE | Part 1. Understanding Marketing Management<br/>1. Defining Marketing for the New Realities<br/>2. Developing Marketing Strategies and Plans<br/>Part 2. Capturing Marketing Insights<br/>3. Collecting Information and Forecasting Demand<br/>4. Conducting Marketing Research<br/>Part 3. Connecting with Customers<br/>5. Creating Long-term Loyalty Relationships<br/>6. Analyzing Consumer Markets<br/>7. Analyzing Business Markets<br/>8. Tapping into Global Markets<br/>Part 4. Building Strong Brands<br/>9. Identifying Market Segments and Targets<br/>10. Crafting the Brand Positioning<br/>11. Creating Brand Equity<br/>12. Addressing Competition and Driving Growth<br/>Part 5. Shaping the Market Offerings<br/>13. Setting Product Strategy<br/>14. Designing and Managing Services<br/>15. Introducing New Market Offerings<br/>16. Developing Pricing Strategies and Programs<br/>Part 6. Delivering Value<br/>17. Designing and Managing Integrated Marketing Channels<br/>18. Managing Retailing, Wholesaling, and Logistics<br/>Part 7. Communicating Value<br/>19. Designing and Managing Integrated Marketing Communications<br/>20. Managing Digital Communications: Online, Social Media and Mobile Marketing<br/>21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations<br/>22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling<br/>Part 8. Managing the Marketing Organization<br/>23. Managing a Holistic Marketing Organization for the Long Run |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
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