MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02818 a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
160328b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
978-93-325-5718-5 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kotler, Philip, Keller, Kevin Lane |
| 9 (RLIN) |
21097 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing management |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
15 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc |
Pearson Education India Pvt. Ltd |
| Date of publication, distribution, etc |
2016 |
| Place of publication, distribution, etc |
Noida |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxvi, 820 p. |
| Other physical details |
Paper |
| Accompanying material |
With Indian Cases Book(11135321,11135323,11135325) |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Table of Content<br/><br/>Part 1 Understanding Marketing Management<br/>Chapter 1 Defining Marketing for the New Realities<br/>Chapter 2 Developing Marketing Strategies and Plans<br/>Chapter 3 Creating Long-Term Loyalty Relationships <br/><br/>Part 2 Capturing Marketing Insights<br/>Chapter 4 Collecting Information and Forecasting Demand<br/>Chapter 5 Conducting Marketing Research<br/><br/>Part 3 Connecting with Customers<br/>Chapter 6 Analyzing Consumer Markets<br/>Chapter 7 Analyzing Business Markets<br/>Chapter 8 Tapping into Global Markets <br/><br/>Part 4 Building Strong Brands<br/>Chapter 9 Identifying Market Segments and Targets<br/>Chapter 10 Crafting the Brand Positioning<br/>Chapter 11 Creating Brand Equity<br/>Chapter 12 Addressing Competition and Driving Growth <br/><br/>Part 5 Creating Value<br/>Chapter 13 Setting Product Strategy<br/>Chapter 14 Designing and Managing Services<br/>Chapter 15 Introducing New Market Offerings<br/>Chapter 16 Developing Pricing Strategies and Programs<br/><br/>Part 6 Communicating Value<br/>Chapter 17 Designing and Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations<br/>Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile<br/>Chapter 20 Managing Personal Communications: Direct and Database Marketing<br/>and Personal Selling<br/><br/>Part 7 Delivering Value<br/>Chapter 21 Designing and Managing Integrated Marketing Channels<br/>Chapter 22 Managing Retailing, Wholesaling, and Logistics<br/><br/>Part 8 Conducting Marketing Responsibly for Long-Term Success<br/>Chapter 23 Managing a Holistic Marketing Organization for the Long Run<br/><br/>Appendix: Sonic Marketing Plan and Exercises<br/>Endnotes<br/>Glossary<br/> |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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.<br/><br/>The fifteenth edition is updated wherever appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.<br/> |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 9 (RLIN) |
21098 |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Keller, Kevin Lane, |
| 9 (RLIN) |
21099 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book |
