000			02511cam a22003134a 4500
001			17148067
005			20240517155227.0
008			120203s2012 enka b 001 0 eng
010			_a 2012003788
020			_a9781292248448
040			_aDLC _cCUoM
042			_apcc
043			_ae------
050	0	0	_aHF5415.13 _b.M35224 2012
082	0	0	_a658.8 MAR _223
245	0	0	_aMarketing management / _cPhilip Kotler ... [et al.].
250			_a4th European ed.
260			_aHarlow, England ; _aNew York : _bPearson, _c2019
300			_axxxix, 1022 p. : _b. col. ill. ; _c29 cm.
504			_aIncludes bibliographical references and index.
505	0		_aPreface -- Acknowledgements -- Publisher's acknowledgements -- 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 -- Building strong brands -- Creating and managing brands and brand equity -- Digital and global brand management strategies -- Designing, developing, and managing market offerings -- Shaping the market offering -- Designing, developing and managing market offerings -- Introducing new market offerings -- Developing and managing pricing strategies -- Delivering value -- Designing and managing integrated marketing channels and global value networks -- Managing process, people, and physical evidence at the consumer interface -- Communicating value -- Designing and managing marketing communications -- Managing mass and personal communications -- Managing marketing implementation and control -- Implementing marketing management -- Managing marketing metrics -- Glossary -- Name index -- Organisation and brand index.
650		0	_aMarketing _zEurope _xManagement.
650		0	_aMarketing _xManagement.
700	1		_aKotler, Philip.
856			_uhttp://41.59.100.242:80/cgi-bin/koha/opac-retrieve-file.pl?id=0951101f27b4778515215ed3eeedf233
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cEBKS
999			_c29197 _d29197