00000nam a22000004a 4500 UP-8027390931311895441 Buklod 20250505165738.0 t rb |||| u| ta 250505s2022 xxka rb |||1 u|eng d 1292404817 9781292404813 GRC-3928 Mind Mover Publishing House, Inc. Php 5,280.00 Prof. Sheena Doria-De Vera BAG BAG rda eng HF 5415.13 K64 2022 Kotler, Philip author. Marketing management Philip Kotler, Kevin Lane Keller, Alexander Chernev. Sixteenth edition. Harlow, Essex, United Kingdom Pearson Education Limited 2022. 605 pages color illustrations 28 cm. text rdacontent unmediated rdamedia volume rdacarrier Global edition. Includes bibliographical references (pages 513-573) and indexes. PART I: Fundamentals of Marketing Management: 1. Defining Marketing for the New Realities -- 2. Marketing Planning and Management. PART II: Understanding the Market: 3. Analyzing Consumer Markets -- 4. Analyzing Business Markets -- 5. Conducting Marketing Research. PART III: Developing a Viable Market Strategy: 6. Identifying Market Segments and Target Customers -- 7. Crafting a Customer Value Proposition and Positioning. PART IV: Designing Value: 8. Designing and Managing Products -- 9. Designing and Managing Services -- 10. Building Strong Brands -- 11. Managing Pricing and Sales Promotions. PART V: Communicating Value: 12. Managing Marketing Communications -- 13. Designing an Integrated Marketing Campaign in the Digital Age -- 14. Personal Selling and Direct Marketing. PART VI: Delivering Value: 15. Designing and Managing Distribution Channels -- 16. Managing Retailing. PART VII: Managing Growth: 17. Driving Growth in Competitive Markets -- 18. Developing New Market Offerings -- 19. Building Customer Loyalty -- 20. Tapping into Global Markets -- 21. Socially Responsible Marketing The world of marketing is changing every day ― and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them. Marketing Management. Keller, Kevin Lane author. Chernev, Alexander author. FO UPBAG GRC HF 5415.13 K64 2022 Book