| 000 | 02415nam a2200349 i 4500 | ||
|---|---|---|---|
| 999 |
_c5476 _d5476 |
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| 003 | BUC | ||
| 005 | 20201003142301.0 | ||
| 008 | 200510s2016 enka g b 001 0 eng d | ||
| 020 | _a9781292092621 (paperback) | ||
| 020 | _a101292092629 | ||
| 040 |
_a Badr University in Cairo _beng _ceng _erda |
||
| 041 | _aeng | ||
| 050 |
_aHF5415.13 _b.K64 2016 |
||
| 082 |
_223 _a658.8 _bKPM |
||
| 100 | 1 | _aKotler, Philip, | |
| 245 | 1 | 0 |
_aMarketing management / _cPhilip Kotler, Kevin Lane Keller. |
| 250 | _a15th ed. | ||
| 250 | _aGlobal ed. | ||
| 260 |
_aBoston : _bPearson, _c2016. |
||
| 300 |
_a(v.1 (various pagings : _bill ; _c28 cm. |
||
| 336 | _a36 | ||
| 504 | _aIncludes bibliographical references (pages E1-E58) and index. | ||
| 505 | 0 | _aPart 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans Part 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing Research Part 3. Connecting with Customers 5. Creating Long-term Loyalty Relationships 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part 4. Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Addressing Competition and Driving Growth Part 5. Shaping the Market Offerings 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part 6. Delivering Value 17. Designing and Managing Integrated Marketing Channels 18. Managing Retailing, Wholesaling, and Logistics Part 7. Communicating Value 19. Designing and Managing Integrated Marketing Communications 20. Managing Digital Communications: Online, Social Media and Mobile Marketing 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization 23. Managing a Holistic Marketing Organization for the Long Run. | |
| 650 | 0 |
_aMarketing _xManagement. |
|
| 650 | 0 |
_aMarketing _xManagement _vTextbooks. |
|
| 650 | 0 | _aMarketing. | |
| 650 | 0 |
_aMarketing _zEurope _xManagement. |
|
| 700 | 1 |
_aKeller, Kevin Lane, _d1956- |
|
| 902 | _aalaa | ||
| 942 |
_2ddc _cBK |
||