000			03029 a2200265 4500
003			OSt
005			20250818120523.0
008			250807b |||||||| |||| 00| 0 eng d
020			_a9789367138199
082			_a658.802
100			_aKotler, Philip
245			_aMarketing Management
250			_a17th.
260			_aNoida, _bPearson: _c2025.
300			_axxii, 647p., note., glos., ind., 28 cm X 21 cm
500			_aRecommended by: Githa Heggde
520			_aSummary: The 17th edition of Marketing Management by Philip Kotler, co-authored with Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh, is an authoritative guide that explores the ever-changing landscape of marketing. This edition offers in-depth insights into the disruptions caused by globalization, technological advancements, and the rise of digital platforms. It equips readers with the latest strategies, frameworks, and tools necessary to navigate these shifts. The book emphasizes the critical importance of understanding consumer behavior, analysing competitive environment and collaborative opportunities to develop effective marketing strategies, and utilizing data analytics to drive informed decision-making. Now enriched with Indian case studies and perspectives on contemporary businesses, this edition strikes a perfect balance between academic rigor and practical relevance. It serves as an invaluable resource for students and professionals alike, helping them thrive in the dynamic world of marketing.
521			_aContents: PART 1: Fundamentals of Marketing Management – 1. Defining Marketing for the New Realities 2. Marketing Planning and Management . PART 2: Understanding the Market – 3. Analyzing Consumer Markets. 4 Analyzing Business Markets 5 Conducting Marketing Research PART 3: Developing a Viable Market Strategy – 6. Identifying Market Segments and Target Customers 7. Crafting a Customer Value Proposition and Positioning PART 4: Designing Value – 8. Designing and Managing Products 9. Designing and Managing Services 10. Building Strong Brands 11. Managing Pricing and Sales Promotions PART 5: Communicating Value – 12. Managing Marketing Communications 13. Designing an Integrated Marketing Campaign in the Digital Age 14. Personal Selling and Direct Marketing PART 6: Delivering Value – 15. Designing and Managing Distribution Channels 16. Managing Retailing PART 7: Managing Growth – 17. Driving Growth in Competitive Markets 18. Developing New Market Offerings 19. Building Customer Loyalty 20. Tapping into Global Markets 21. Environmental, Social, and Governance Issues in Marketing
650			_xmarketing management _xnew realities _xmarketing planning and management _xconsumer markets _xidentifying market segments _xcommunications _xpricing and sales promotions _xdistribution channels
700			_a Keller, Kevin Lane
700			_aCerven, Alexander
700			_aSheth, Jagdish N.
700			_aG. Shainesh
942			_cBK _2ddc
999			_c23077 _d23077