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010 _a2021-016494
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039 _a202407011245
_bstaff
_c202406261315
_d staff
_c202307191249
_d staff
_c202307191219
_d staff
_y 202307191204
_z staff
082 _a658.8
_bKOT
100 _aKotler, Philip,
_e author.
245 _aMarketing Management /
_cPhilip Kotler, Kevin Lane Keller & Alexander Chernev
250 _aSixteenth edition.
260 _aChennai :
_bPearson Education,
_c[2022]
300 _axxxiii, 596p.:
_bill.;
_c25 cm
504 _aIncludes bibliographical references and index.
520 _a"The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility; advances in technology, e-commerce, and digital communication; the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence have disrupted many industries and have opened doors to new business models. Responding to these changes, the 16th edition was redesigned from the ground up to provide managers with the tools necessary to succeed in the new market environment. The 16th edition builds on the fundamental strengths of past editions that distinguish Marketing Management from all other marketing management texts: - Managerial orientation. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. - Analytical approach. The text presents conceptual tools and frameworks for analyzing recurring problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. - Multidisciplinary perspective. Marketing Management draws on the rich findings of various scientific disciplines-such as economics, behavioral science, and management theory-for fundamental concepts and tools that are directly applicable to marketing challenges. - Universal applications. The book applies strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas, and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries. - Comprehensive and balanced coverage. Marketing Management covers the topics a manager must understand in order to design and execute a successful marketing campaign"--
_cProvided by publisher.
650 _aMarketing
_x Management.
700 _aKeller, Kevin Lane,
_d 1956-
_e author.
700 _aChernev, Alexander,
_e author.
991 _aVIRTUA
991 _aVTLSSORT0080*0100*0200*0820*1000*2450*2500*2600*3000*5040*5200*6500*7000*7001*9992
909 _a5890
999 _c5303
_d5303