02081cam a2200241 a 4500 b1058724x CY-PaNEU 20200628125604.0 191102s2016 njua b 001 0 eng 9781292092621 DLC eng DLC YDX YDXCP BWX CDX BDX IAK OCLCF OCLCQ OCLCO CY-PaNEU HF5415.13 .K64 2016 Kotler, Philip 707 Marketing management / Philip Kotler, Kevin Lane Keller 15th ed. England : Pearson, 2016 714 p. : ill. ; 29 cm Includes bibliographical references and index Part 1: Understanding marketing management. Defining marketing for the 21st century ; Developing marketing strategies and plans -- Part 2: Capturing marketing insights. Collecting information and forecasting demand ; Conducting marketing research -- Part 3: Connecting with customers. Creating long-term loyalty relationships ; Analyzing consumer markets ; Analyzing business markets ; Identifying market segments and targets -- Part 4: Building strong brands. Creating brand equity ; Crafting the brand position ; Competitive dynamics -- Part 5: Shaping the market offerings. Setting product strategy ; Designing and managing services ; Developing pricing strategies and programs -- Part 6: Delivering value. Designing and managing integrated marketing channels ; Managing retailing, wholesaling, and logistics -- Part 7: Communicating value. Designing and managing integrated marketing communications ; Managing mass communications : advertising, sales Promotions, events and experiences, and public relations ; Managing personal communications : direct and interactive marketing, word of mouth, and personal selling -- Part 8: Creating successful long-term growth. Introducing new market offerings ; Tapping into global markets ; Managing a holistic marketing organization for the long run -- Appendix: Sonic marketing plan -- Glossary Marketing Management 264 Keller, Kevin Lane, 1956- 938 BK 1792 1792 0 0 lcc 0 1 mat CY-PaNEU CY-PaNEU 2011-02-19 2 HF5415.13 .K64 2016 3009316 2020-11-30 00:00:00 2020-11-19 1 2020-06-28 TB damaged 0 0 lcc 0 0 mat CY-PaNEU CY-PaNEU 2026-03-19 5 2 HF5415.13 .K64 2016 3009625 2024-01-25 13:03:50 2024-01-23 2 2020-06-28 TB damaged 0 0 lcc 0 0 mat CY-PaNEU CY-PaNEU 2007-05-19 1 HF5415.13 .K64 2016 3009706 2024-11-08 16:33:42 2024-11-01 3 2020-06-28 TB damaged