01302pamaa2200289 4500 0000053585 20190628090000.0 1292092629 (pbk) 9780133856460 (pbk.) 9781292092621 (pbk.) 658.8 KOT 2016 HF5415.13 KOT 2016 Kotler, Philip author Marketing management Philip Kotler, Kevin Lane Keller. 15th edition. Harlow: Pearson Education, [2016] ♭2016. 714 pages: color illustrations; 28 cm. text rdacontent unmediated rdamedia volume rdacarrier Various multi-media instructional aids, including a web site, are available to supplement the text BFNPI Includes bibliographical references and index Understanding marketing management -- Defining marketing for the 21st century -- Developing marketing strategies and plans -- Capturing marketing insights -- Collecting information and forecasting demand -- Conducting marketing research -- Connecting with customers -- Creating long-term loyalty relationships -- Analyzing consumer markets Marketing -- Management Keller, Kevin Lane www.pearsonhighered.com