000			02682nam a22001937a 4500
020			_a9789332557185
082			_a658.8 KOT
100			_a Kotler, Philip,; Keller, Kevin Lane.
245			_aMarketing management
250			_a15 th Ed.
260			_aNew Delhi _bPearson _c2016
300			_axxvi, 870 p. _b26 cm ; Pbk
500			_aGratis Rs.899/-
505			_aPart 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
520			_aThe 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.
650			_aMarketing
856			_uhttp://www.pearsoned.co.in/web/books/9789332557185_Marketing-Management_Philip-Kotler.aspx
942			_cBK
999			_c102857 _d102857