| 000 -LEADER |
|---|
| fixed length control field |
01707cam a22002054a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9789332557185 |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
KOT |
| 100 ## - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Kotler, Philip |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
Marketing management / |
| Statement of responsibility, etc |
Philip Kotler, Kevin Lane Keller |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
15th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New Delhi : |
| -- |
Pearson, |
| Name of publisher |
2021. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
xxvi, 759 pages : |
| Other physical details |
. col. ill. ; |
| Dimensions |
29 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Defining marketing for the new realities --<br/>Developing marketing strategies and plans --<br/>Collecting information and forecasting demand --<br/>Conducting marketing research --<br/>Creating long-term loyalty relationships --<br/>Analyzing consumer markets --<br/>Analyzing business markets --<br/>Tapping into global markets --<br/>Identifying market segments and targets --<br/>Crafting the brand positioning --<br/>Creating brand equity --<br/>Addressing competition and driving growth --<br/>Setting product strategy --<br/>Designing and managing services --<br/>Introducing new market offerings --<br/>Developing pricing strategies and programs --<br/>Designing and managing integrated marketing channels --<br/>Managing retailing, wholesaling, and logistics --<br/>Designing and managing integrated marketing communications --<br/>Managing mass communications: advertising, sales promotions, events and experiences, and public relations --<br/>Managing digital communications: online, social media, and mobile --<br/>Managing personal communications: direct and database marketing and personal selling --<br/>Managing a holistic marketing organization for the long run. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing |
| Geographic subdivision |
Europe |
| General subdivision |
Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing |
| General subdivision |
Management. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Keller, Kevin Lane |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
