000			02932nam a22003617a 4500
999			_c6632 _d6632
005			20210325142848.0
008			121106s2012 enka | |||| 00| 0 eng d
020			_a9780273753360 (pbk.)
020			_a0273753363 (pbk.)
020			_a9780273753391 (student access code card)
020			_a0273753398 (student access code card)
040			_afue _erda
082	0	4	_221 _a658.8 _bK.P.M
100	1		_aKotler, Philip. _932305 _eauthor
245	1	0	_aMarketing management / _cPhilip Kotler, Kevin Lane Keller.
250			_aFourteenth edition, Global edition.
264		1	_aHarlow : _bPearson Education, _c[2012]
264		4	_a©2012.
300			_a1 volume (various pagings) : _billustrations ; _c28 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aPrevious ed.: 2009.
500			_aIncludes student access code card.
504			_aIncludes bibliographical references and index.
505	0		_aPart 1: Understanding Marketing Management -- Chapter 1. Defining Marketing for the 21st Century -- Chapter 2. Developing Marketing Strategies and Plans Part 2: Capturing Marketing Insights -- Chapter 3. Gathering Information and Scanning the Environment -- Chapter 4. Conducting Marketing Research and Forecasting on Demand Part 3: Connecting with Customers -- Chapter 5. Creating Long-term Loyalty Relationships -- Chapter 6. Analyzing Consumer Markets -- Chapter 7. Analyzing Business Markets -- Chapter 8. Identifying Market Segments and Targets Part 4: Building Strong Brands -- Chapter 9. Creating Brand Equity -- Chapter 10. Crafting the Brand Position -- Chapter 11. Competitive Dynamics Part 5: Shaping the Market -- Chapter 12. Setting Product Strategy -- Chapter 13. Designing and Managing Services -- Chapter 14. Developing Pricing Strategies and Programs Part 6: Delivering Value -- Chapter 15. Designing and Managing Integrated Marketing -- Chapter 16. Managing Retailing, Wholesaling, and Logistics Part 7: 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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Part 8: Creating Successful Long-Term Growth -- Chapter 20. Introducing New Marketing Offerings -- Chapter 21. Tapping into Global Markets -- Chapter 22. Managing a Holistic Marketing Organization.
520			_aThis is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
650		0	_aMarketing. _932306
650		0	_aMarketing _xManagement. _932307
700	1		_aKeller, Kevin Lane, _d1956- _932308 _ejoint author
942			_cBK _2ddc