000			02192cam a22002534a 4500
020			_a0131457578 _cTZs.29500/-
040			_aMUL _beng _eAACR
082	0	0	_a658.8 KOT
100	1		_aKotler, Philip.
245	1	0	_aMarketing management / _cPhilip Kotler and Kevin Keller.
250			_a12th. ed.
260			_aUpper Saddle River, NJ : _bPearson Prentice Hall, _cc2006.
300			_axxxix, 733 [45] p. : _bcol. ill. ; _c28 cm.
504			_aIncludes bibliographical references and index.
505			_aPart I. Understanding Marketing Management: Chapter 1 Defining Marketing for the 21st Century Chapter 2 Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights: Chapter 3 Gathering Information & Scanning the Environment Chapter 4 Conducting Marketing Research & Forecasting Demand Part III. Connecting with Customers: Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Chapter 6 Analyzing Consumer Markets Chapter 7 Analyzing Business Markets Chapter 8 Identifying Market Segments & Targets Part IV. Building Strong Brands: Chapter 9 Creating Brand Equity Chapter 10 Crafting the Brand Positioning Chapter 11 Dealing with Competition Part V. Shaping the Market Offerings: Chapter 12 Setting Product Strategy Chapter 13 Designing & Managing Services Chapter 14 Developing Pricing Strategies & Programs Part VI. Delivering Value: Chapter 15 Designing & Managing Value Networks & Channels Chapter 16 Managing Retailing, Wholesaling & Logistics Part VII. Communicating Value Chapter 17 Designing & Managing Integrated Marketing Communications Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events Public Relations Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Part VIII. Creating Long-Term Growth: Chapter 20 Introducing New Market Offerings Chapter 21 Tapping into Global Markets Chapter 22 Managing a Holistic Marketing Organization
546			_aeng
650		0	_aMarketing
650		0	_aMarketing--Management
650		0	_aInternet marketing
650		0	_aConsumer behavior
650		0	_aMarket surveys
700	1		_aKeller, Kevin Lane,
942			_cBK
999			_c5351 _d5351