000			03413cam a22003138i 4500
001			18909959
005			20240904122717.0
008			151218s2016 nyu 000 0 eng
010			_a 2015046886
020			_a9781292093239
040			_aDLC _beng _cDLC _erda
041			_aeng
042			_apcc
043			_ae------
050	0	0	_aHF5415.13 _b.K6414 2016
100			_aKotler, Philip _eauthor _91123
245	1	0	_aMarketing management _c/ Philip Kotler ... [et al.]
250			_aThird edition.
264		1	_aHarlow, England : _bPearson, _c2016.
300			_axxxiv, 942 pages : illustrations (color) : 28 cm.
500			_aRevised edition of Marketing management, 2012.
505			_aUnderstanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and information management -- Managing market research and forecasting -- Analysing consumer markets -- Analysing business markets -- Dealing with competition -- Connecting with customers -- Seeking and developing target marketing differentiation strategies -- Creating customer value, satisfaction and loyalty -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Shaping and pricing the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people and physical evidence -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics.
520			_aThe classic Marketing Management is an undisputed global bestseller – an encyclopaedia of marketing, considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigor and managerial relevance – the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. A focus on the digital challenges for marketers. An emphasis on the importance of creative thinking and its contribution to marketing practice. New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programs.
526			_aB2 Services Marketing | B3ASP FLM: Marketing Strategic Approach | MSc Fashion & Luxury Marketing Management | MSc Marketing Management: Retail & Consumer Goods
650		0	_aMarketing _xManagement _zEurope _910026
650		0	_aMarketing _xManagement _99256
856			_uhttps://bookshelf.vitalsource.com/reader/books/9782326060043 _yEbook (16th edition)
942			_2lcc
999			_c1743 _d1743