000			02105nam a22002657a 4500
005			20250516121538.0
008			221027b ||||| |||| 00| 0 eng d
020			_a978 93 560 6266 5
040			_cAIMIT LIBRARY
082			_216 _a658.8 _bKOTP
100			_aKotler, Philip _960266
245			_aMarketing management / _cBy Philip Kotler...[et.al.].
250			_a16th ed.
260			_aNew Delhi : _bPearson , _c2022.
300			_axxxiii,596 p.; _c26 cm. _bPB:
500			_aAbout the Book This edition has been updated keeping in view the tremendous disruptions in the business models due to the ongoing globalization, the increasing role of corporate social responsibility; technological advancement, growth in e-commerce, increasing digital communication, the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence. These created opportunities as well as challenges for businesses. Co-authored by noted academicians, Professor Kevin Lane Keller, Professor Alexander Chernev, Professor Jagdish N. Sheth and Professor G. Shainesh, the book continues to draw on the rich findings of various scientific disciplines—such as economics, behavioral science, and management theory—for fundamental concepts and tools that are directly applicable to marketing challenges and opportunities. Enriched with Indian cases studies, the text is comprehensive, lucid, and engaging at the same time, with the latest examples that illustrate effective marketing principles, strategies, and practices. The points of discussion and the discourse on the topics are useful not just for the students of marketing but also for practicing managers to design and execute successful marketing strategies.
650			_aUnderstanding the market _983537
650			_aDeveloping a viable market strategy _983538
650			_aCommunicating value _983539
700			_aKeller, Kevin Lane _983575
700			_aChernev, Alexander _983576
700			_aSheth,Jagdish N. _983577
700			_aShainesh,G. _983578
942			_2ddc _cBK _e16 _k658.8 KOTP
999			_c224915 _d224915