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| 999 |
_c3016 _d3016 |
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| 001 | 14205511 | ||
| 005 | 20210322134559.0 | ||
| 008 | 051220s2007 njua b 001 0 eng d | ||
| 020 | _a0131452584 | ||
| 040 |
_aDLC _cDLC _dEG-NcFUE _erda |
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| 082 | 0 | 0 |
_a658.8 _222 _bK.P.F |
| 100 | 1 |
_aKotler, Philip. _912133 _eauthor |
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| 245 | 1 | 2 |
_aA framework for marketing management / _cPhilip Kotler. |
| 250 | _aThird edition. | ||
| 264 | 1 |
_aUpper Saddle River, N.J. : _bPrentice Hall, _c2007. |
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| 300 |
_axxii, 360 pages : _billustrations ; _c24 cm |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPart One Understanding marketing management -- Defining marketing for the twenty-first century -- Developing and implementing marketing strategies and plans -- Understanding markets, market demand, and the marketing environment -- Part Two Connecting with customers -- Creating customer value, satisfaction, and loyalty -- Analyzing consumer markets -- Analyzing business markets -- Identifying market segments and targets -- Part Three Building strong brands -- Creating brand equity -- Creating positioning and dealing with competition -- Part Four Shaping the market offerings -- Setting product strategy and marketing through the life cycle -- Designing and managing services -- Designing pricing strategies and programs -- Part Five Delivering value -- Designing and managing value networks and channels -- Managing retailing, wholesaling, and logistics -- Part Six Communicating value -- Designing and managing integrated marketing communications -- Managing mass communications -- Managing personal communications -- Part Seven Creating successful long-term growth -- Managing marketing in the global economy. | |
| 520 | _aThe Internet is changing the way that consumers buy, and the way that companies buy from each other. This updated text includes these new ways of buying and selling, showing how marketers can make the most of the new technology. | ||
| 650 | 0 |
_aMarketing _xManagement. _912134 |
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| 906 |
_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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