TY  - BOOK
AU  - Kotler, Philip 
AU  - Keller, Kevin Lane
AU  - Koshy, Abraham
AU  - Jha, Mithileshwar
TI  - Marketing management : a South Asian perspective
SN  - 9788131716830 
U1  - 658.8 
PY  - 2009///
CY  - New Delhi : 
PB  - Pearson Prentice Hall, 
KW  - Marketing -- Management
N1  - Index and Glossary annexed; 1. Understanding marketing management --
Defining marketing for the 21st century --
Developing marketing strategies and plans --
pt. 2. Capturing marketing insights --
Gathering information and scanning the environment --
Conducting marketing research and forecasting demand --
pt. 3. Connecting with customers --
Creating customer value, satisfation, and loyalty --
Analyzing consumer & business markets --
Identifying market segments and targets --
pt. 4. Building strong brands --
Creating brand equity --
Crafting the brand positioning --
Dealing with competition --
Shaping the market offerings --
Setting product strategy --
Designing and managing services --
Developing pricing strategies and programs --
pt. 6. Delivering value --
Designing and managing integrated marketing --
Managing retailing, wholesaling, and logistics --
pt. 7. Communicating value --
Designing and managing integrated marketing communications --
Managing mass communications : advertising, sales promotions, events and experiences, and public relations --
Managing, word of mouth, and personal selling --
pt. 8. Creating successful long-term growth --
Introducing new market offerings --
Tapping into global markets --
Managing a holistic marketing organization
ER  -