TY  - BOOK
AU  - KOTLER, P. (Author)
AU  - KELLER, K.L 
AU  - CHERNEV, A. 
TI  - Marketing Management
SN  - 9781292404813
U1  - 658.8 KOT 
PY  - 2022///
CY  - Harlow
PB  - Pearson Education, 
KW  - Marketing research
KW  - Market strategy
KW  - Global markets
KW  - Marketing planning
N1  - Includes index p. 595 - 605; 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
N2  - 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

ER  -