TY  - BOOK
AU  - Kotler,Philip
TI  - Marketing Management
SN  - 9789332557185
U1  - 658.8 23
PY  - 2017///
CY  - India
PB  - Pearson
N1  - Preface xx 
PART 1
Understanding Marketing Management 
PART 2 
Capturing Market 
PART 3 
Connecting  With Customer
PART 4 
Building Strong Brands
PART 5 
Creating Value
PART 6 
Communicating Value
PART 7 
Delivering Value
PART 8 
Conducting Marketing Responsibly  for Long term
Appendix: Sonic Marketing plan and Exercise 
EndNote
Glossary 
Subject Index

N2  - The world of Marketing is a changing   everyday -and and in order for student to have a competitive edge, they need a text book that reflects the best of today's marketing theory and practices.Marketing Management is the gold standard marketing text because its content and organisation consistently  reflects the latest change in today's marketing theory and practice 
Highlight of this Edition 
* In- text book provide vivid illustration of chapter concepts using actual Companies and situations 
* Address today Economic Environmental and Technological change in marketing 
*Four key Dimension of holistic marketing are woven throught out the text 
internal marketing -ensuring everyone in the organisation embraces appropriate marketing principles ,especially senior Management 
Integrated marketing - ensuring that multiple means of creating delivering and communicating value of employed  and combine in the best way 
* Relationship marketing- having rich multifaceted relationship with customer ,Channel member and other marketing  partners
Performance marketing- understanding return to the business from marketing activities and program as well as addressing broader concerns and their legal, ethical, social l and environmental activities 
*Marketing insight and Marketing memo Boxes


ER  -