MARC record from Internet Archive

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001 ocn917214539
003 OCoLC
005 20220915151035.0
008 150601s2016 enka b 001 0 eng
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020 $a9781292092621$q(paperback)
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050 4 $aHF5415.13$b.K64 2016
082 04 $a658.8$223
100 1 $aKotler, Philip,$eauthor.
245 10 $aMarketing management /$cPhilip Kotler, Kevin Lane Keller.
250 $a15th edition, Global edition.
264 1 $aHarlow, Essex ;$aBoston, MA :$bPearson Education Ltd.,$c2016
300 $a714 pages, A1-14, E1-58, G1-10, I1-36 :$bcolour illustrations ;$c28 cm
336 $atext$btxt$2rdacontent
336 $astill image$bsti$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aPrevious Global edition, 2012.
504 $aIncludes bibliographical references and index.
505 0 $aDefining marketing for the new realities -- Developing marketing strategies and plans -- Collecting information and forecasting demand -- Conducting marketing research -- Creating long-term loyalty relationships -- Analyzing consumer markets -- Analyzing business markets -- Tapping into global markets -- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity -- Addressing competition and driving growth -- Setting product strategy -- Designing and managing services -- Introducing new market offerings -- Developing pricing strategies and programs -- Designing and managing integrated marketing channels -- Managing retailing, wholesaling, and logistics -- 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 a holistic marketing organization for the long run.
520 $aFor Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor.
650 0 $aMarketing$xManagement$vTextbooks.
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655 7 $aTextbooks.$2fast$0(OCoLC)fst01423863
700 1 $aKeller, Kevin Lane,$d1956-$eauthor.
856 4 $uhttp://archive3.lib.cmu.ac.th/innopac/qrlib/5902/q15695402.png$zQrcode Bibliographic
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948 $hNO HOLDINGS IN GTX - 77 OTHER HOLDINGS