TY  - BOOK
AU  - Kotler, Philip
AU  - Keller, Kevin Lane  -- author
AU  - Chernev, Alexander  -- author
AU  - Sheth, Jagdish N -- author
AU  - Shainesh, G  -- author
TI  - Marketing management
SN  - 9789356062665 (pbk.)
U1  - 658.8 KOT 
PY  - 2021///
CY  - Noida
PB  - Pearson
KW  - Marketing Gestion
KW  - Marketing Management
N1  - PART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New Realities Marketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target Customers Crafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing Products Designing and Managing Services Building Strong Brands Managing Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing Communications Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution Channels Managing Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping into Global Markets Socially Responsible Marketing
ER  -