TY  - BOOK
AU  - Kotler, Philip 
AU  - Keller,Kevin Lane
TI  - Marketing management
SN  - 9789332557185
U1  - 658.8 
CY  - New Delhi :   , Pearson
PB  - 2021.
KW  - Marketing
KW  - Europe
KW  - Management
N1  - Includes bibliographical references and index; Defining marketing for the new realities --
Developing marketing strategies and plans --
Collecting information and forecasting demand --
Conducting marketing research --
Creating long-term loyalty relationships --
Analyzing consumer markets --
Analyzing business markets --
Tapping into global markets --
Identifying market segments and targets --
Crafting the brand positioning --
Creating brand equity --
Addressing competition and driving growth --
Setting product strategy --
Designing and managing services --
Introducing new market offerings --
Developing pricing strategies and programs --
Designing and managing integrated marketing channels --
Managing retailing, wholesaling, and logistics --
Designing and managing integrated marketing communications --
Managing mass communications: advertising, sales promotions, events and experiences, and public relations --
Managing digital communications: online, social media, and mobile --
Managing personal communications: direct and database marketing and personal selling --
Managing a holistic marketing organization for the long run
ER  -