KOTLER, P. (Author) <br/><br/>
Marketing Management 
/Philip Kotler, Kevin Lane Keller and  Alexander Chernev 
 - 16th ed.  Global edition 
 - Harlow:  Pearson Education,   c 2022. 
 - 605 p. :   ill. ;   28 cm. 
<br/><br/>Includes index p. 595 - 605 
<br/><br/>PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New RealitiesMarketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer MarketsAnalyzing Business MarketsConducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target CustomersCrafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing ProductsDesigning and Managing ServicesBuilding Strong BrandsManaging Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing CommunicationsDesigning an Integrated Marketing Campaign in the Digital AgePersonal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution ChannelsManaging Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive MarketsDeveloping New Market OfferingsBuilding Customer LoyaltyTapping into Global MarketsSocially Responsible Marketing 
<br/><br/> The world of marketing is changing every day - and in order for students to have a competitive edge, they need a text that reflects the best and most recent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there<br/> 
<br/><br/><br/>eng. 
<br/><br/><label>ISBN: </label>9781292404813  TZS 180,482/= 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research<br/>Market strategy<br/>Global markets<br/>Marketing planning 
<br/><br/><label>Dewey Class. No.: </label>658.8 KOT