000			01947nam a22002297a 4500
003			OSt
005			20241204162942.0
008			241015b |||||||| |||| 00| 0 eng d
020			_a9781292404813 [paperback]
040			_cLCIC Library
082			_aRES 658.8 K84 2022
100			_a Kotler, Philip
245			_aMarketing management / _cPhilip Kotler, Kevin Lane Keller, Alexander Chernev
250			_aSixteenth edition
260			_aHarlow England: _bPeardon, _cc2022
300			_a605 pages ; _bcolor illustrations: _c27 cm
505			_gPart 1. Fundamentals of marketing management -- Chapter 1. Defining marketing for the new realities -- Chapter 2. Marketing planning and management -- Part 2. Understanding the Market -- Chapter 3. Analyzing consumer markets -- Chapter 4. Analyzing Business Markets -- Chapter 5. Conducting Marketing Research -- Part 3. Developing a viable market strategy -- Chapter 6. Identifying market segments and target customers -- Chapter 7. Crafting a customer value proposition and positioning -- Part 4. Designing value -- Chapter 8. Designing and managing products -- Chapter 9. Designing and managing services -- Chapter 10. Building strong brands -- Chapter 11. Managing pricing and sales promotion -- Part 5. Communicating Value -- Chapter 12. Managing marketing communications -- Chapter 13. Designing an integrated marketing campaign in the digital age -- Chapter 14. Personal selling and direct marketing -- Part 6. Delivering value -- Chapter 15. Designing and managing distribution channels -- Chapter 16. Managing retailing -- Part 7. Managing growth -- Chapter 17. Driving growth in competitive markets -- Chapter 18. Developing new market offerings -- Chapter 19. Building customer loyalty -- Chapter 20. Tapping into global markets -- Chapter 21. Socially responsible marketing.
700			_aKeller, Kevin Lane
700			_aChernev, Alexander
942			_2ddc _cRES _n0
999			_c5384 _d5384