TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - A framework for marketing management /Philip Kotler, Kevin Lane Keller
SN  - 9789332575394
AV  - HF5415 .F736 2016
PY  - 2016///
CY  - Tamil Nadu, India
PB  - Pearson
KW  - Marketing administration
KW  - Marketing analysis
KW  - Marketing communication
N1  - 1 and indexes; Understanding Marketing Management  --; Defining Marketing for the New Realities  --; Developing and Implementing Marketing Strategies and Plans  --; Capturing Marketing Insights and Forecasting Demand --; Connecting with Customers  --; Creating Long-term Loyalty Relationships  --; Analyzing Consumer and Business Markets --; Building Strong Brands  --; Identifying Market Segments and Targets  --; Crafting the Brand Positioning and Competing Effectively  --; Creating Brand Equity and Driving Growth --; Creating Value  --; Setting Product Strategy and Introducing New Offerings  --; Designing and Managing Services  --; Developing Pricing Strategies and Programs --; Delivering Value  --; Designing and Managing Integrated Marketing Channels  --; Managing Retailing, Wholesaling, and Logistics --; Communicating Value  --; Designing and Managing Integrated Marketing Communications  --; Managing Mass Communications: advertising, Sales Promotions, Events and Experiences, and Public Relations  --; Managing Digital Communications: Online, Social Media, and Mobile  --; Managing Personal Communications: Direct and Database Marketing and Personal Selling --; Managing the Marketing Organization for Long-Term Success  --; Managing Marketing Responsibly in the Global Economy; 2
ER  -