000			02745nam a2200229 4500
999			_c356 _d356
005			20190923120437.0
008			190905b ||||| |||| 00| 0 eng d
020			_a9788131767160
082			_a658.8 _bKOT
100			_aKotler, Philip _9778
245			_aMarketing management
250			_a14th
260			_aNew Delhi _bPearson India Education Services Pvt. Ltd. _c2015
300			_axxv, 596 p.
365			_aINR _b999.00
504			_aTable of Content Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies and Plans Chapter 3 Creating Long-Term Loyalty Relationships Part 2 Capturing Marketing Insights Chapter 4 Collecting Information and Forecasting Demand Chapter 5 Conducting Marketing Research Part 3 Connecting with Customers Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programs Part 6 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 7 Delivering Value Chapter 21 Designing and Managing Integrated Marketing Channels Chapter 22 Managing Retailing, Wholesaling, and Logistics Part 8 Conducting Marketing Responsibly for Long-Term Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run
520			_aThe world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
650			_aMarketing management _9348
700			_aKeller, Kevin Lane _914
700			_aJha, Mithileshwar _91115
942			_2ddc _cBK