TY  - BOOK
AU  -  Kotler, Philip,; Keller, Kevin Lane.
TI  - Marketing management
SN  - 9789332557185
U1  - 658.8 KOT 
PY  - 2016///
CY  - New Delhi
PB  - Pearson
KW  - Marketing
N1  - Gratis Rs.899/-; 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
Appendix: Sonic Marketing Plan and Exercises
Endnotes
Glossary
N2  - 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
UR  - http://www.pearsoned.co.in/web/books/9789332557185_Marketing-Management_Philip-Kotler.aspx
ER  -