TY  - BOOK
AU  - Kotler,Philip
AU  - Keller,Kevin Lane
TI  - A framework for marketing management
SN  - 0130185256
AV  - HF5415.13 .K636 2012
U1  - 658.8 
PY  - 2012///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
KW  - Marketing management
N1  - "'The fifth edition of A framework for marketing management' is a concise paperback adapted from Philip Kotler and Kevin Lane Keller's fourteenth edition of 'Marketing management'"--Preface; Includes bibliographical references and index
N2  - Building on the broad theme of holistic marketing, this edition explores the vital role of creativity and innovation in successful marketing. Other major themes include customer value creation, marketing ethics and social responsibility, and marketing accountability. Another key theme is the impact of technology on contemporary marketing, driving developments as diverse as podcasts and marketing dashboards
ER  -