000			03205nam a2200265Ia 4500
999			_c131 _d131
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003			OSt
005			20190302113501.0
008			170602s9999 xx 000 0 und d
020			_a9789332557185
028			_q2016 _bAllied Informatics, Jaipur
040			_bEnglish _aBSDU _cBSDU
082			_a658.8 _bKOT
100			_aKotler, Philip
245		0	_aMarketing Management
250			_a15th
260			_bPearson Education _a New Delhi _c2016,c2016
300			_a756;I21
500			_a The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management, 15/e, is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
501			_aSalient Features • In-text boxes like Marketing Insights and Marketing Memo boxes provide vivid illustrations of chapter concepts using actual companies and situations • Address today's economic, environmental, and technological changes in marketing • Four key dimensions of holistic marketing—internal marketing, integrated marketing, relationship marketing, and performance marketing—are woven throughout the text.
504			_aTable of Content Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities Chapter 2 Developing Marketing Strategies and Plans Chapter 3 Creating Long-Term Loyalty Relationships Part 2 Capturing Marketing Insights Chapter 4 Collecting Information and Forecasting Demand Chapter 5 Conducting Marketing Research Part 3 Connecting with Customers Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Tapping into Global Markets Part 4 Building Strong Brands Chapter 9 Identifying Market Segments and Targets Chapter 10 Crafting the Brand Positioning Chapter 11 Creating Brand Equity Chapter 12 Addressing Competition and Driving Growth Part 5 Creating Value Chapter 13 Setting Product Strategy Chapter 14 Designing and Managing Services Chapter 15 Introducing New Market Offerings Chapter 16 Developing Pricing Strategies and Programs Part 6 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling Part 7 Delivering Value Chapter 21 Designing and Managing Integrated Marketing Channels Chapter 22 Managing Retailing, Wholesaling, and Logistics Part 8 Conducting Marketing Responsibly for Long-Term Success Chapter 23 Managing a Holistic Marketing Organization for the Long Run
650			_aManagement
700			_a Keller, Kevin Lane
942			_2ddc _cBK