Marketing management. / (Record no. 6620)
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000 -LEADER | |
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fixed length control field | 02139nam a22002417a 4500 |
003 - CONTROL NUMBER IDENTIFIER | |
control field | OSt |
005 - DATE AND TIME OF LATEST TRANSACTION | |
control field | 20230328161539.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
fixed length control field | 180801b xxu||||| |||| 00| 0 eng d |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9781292092621 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9780133856460 (hbk) |
040 ## - CATALOGING SOURCE | |
Transcribing agency | WIUC-GH |
050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
Classification number | HF5415.13.K64 |
100 ## - MAIN ENTRY--PERSONAL NAME | |
Personal name | Kotler, Philip. |
9 (RLIN) | 717 |
245 ## - TITLE STATEMENT | |
Title | Marketing management. / |
Statement of responsibility, etc. | Philip Kotler and Kevin Lane Keller. |
250 ## - EDITION STATEMENT | |
Edition statement | 15th ed. |
260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
Place of publication, distribution, etc. | Boston : |
Name of publisher, distributor, etc. | Pearson, |
Date of publication, distribution, etc. | 2016. |
300 ## - PHYSICAL DESCRIPTION | |
Extent | 4, 136p. : |
Other physical details | ill. ; |
Dimensions | 28 cm. |
500 ## - GENERAL NOTE | |
General note | Includes appendix and index. |
505 ## - FORMATTED CONTENTS NOTE | |
Formatted contents note | Contents: Part 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: Creating value: 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 mass communications: advertising, sales promotions, events and experiences, and public relations -- 21. Managing digital communications: online, social media, and mobile -- 22. Managing personal communications: direct and database marketing and personal selling -- Part 8: Conductig marketing responsibly for long-term success: 23. Managing a holistic marketing organization for the long term. |
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name entry element | Marketing |
9 (RLIN) | 25 |
700 ## - ADDED ENTRY--PERSONAL NAME | |
Personal name | Keller, Kevin Lane. |
9 (RLIN) | 1099 |
942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
Source of classification or shelving scheme | |
Koha item type | Books |
Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 08/01/2018 | HF5415.13.K64 | 8356/176/18 | 08/01/2018 | 1 | 08/01/2018 | Books | ||||||
WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 08/01/2018 | HF5415.13.K641 | 8259/077/18 | 08/01/2018 | 2 | 08/01/2018 | Books | ||||||
WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | General Stacks | 03/11/2023 | HF5415.13.K64(15e) | K/3008/0106/23 | 03/28/2023 | 08/01/2018 | Books |