000			01640nam a22002297a 4500
008			221104b ||||| |||| 00| 0 eng d
020			_a9789356062665 (pbk.)
041			_aEnglish
082			_a658.8 KOT
100			_aKotler, Philip
245			_aMarketing management / _cPhilip Kotler et.,
250			_a16th ed.
260			_aNoida : _bPearson, _c2021.
300			_axxxiii, 596 p. : _bill. ; _c26 cm.
505			_aPART 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
650			_aMarketing Gestion. _aMarketing Management.
700			_aKeller, Kevin Lane -- author
700			_aChernev, Alexander -- author
700			_aSheth, Jagdish N -- author
700			_aShainesh, G -- author
942			_c1
999			_c15317 _d15317