000			02170nam a2200277 4500
005			20250526084748.0
020			_a9781292404813 _cTZS 180,482/=
040			_aMUL _beng. _eAACR
082			_a658.8 KOT
100			_aKOTLER, P. (Author)
245			_aMarketing Management _c/Philip Kotler, Kevin Lane Keller and Alexander Chernev
250			_a16th ed. _bGlobal edition
260			_aHarlow: _bPearson Education, _cc 2022.
300			_a605 p. : _bill. ; _c28 cm.
504			_aIncludes index p. 595 - 605
505			_aPART 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
520			_aThe 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
546			_aeng.
650			_aMarketing research
650			_aMarket strategy
650			_aGlobal markets
650			_aMarketing planning
700			_aKELLER, K.L _c(Author)
700			_aCHERNEV, A. _c(Author)
942			_cBK
999			_c10925 _d10925