Marketing Management, An Asian Perspective

Name: Marketing Management, An Asian Perspective
Author: Philip Kotler

Paperback Engels 2017 9781292089584

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For undergraduate and graduate courses in marketing management.

The gold standard for today’s marketing management student.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

 The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Marketing Management: An Asian Perspective, 7th edition continues to showcase the excellent content that Kotler has created with examples and case studies that are easily recognized. This enables students to relate to and grasp marketing concepts better.

Specificaties

ISBN13:9781292089584

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop

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Inhoudsopgave

Part 1. Understanding Marketing Management  
1. Defining Marketing for the New Realities  
2. Developing Marketing Strategies and Plans  

Part 2. Capturing Marketing Insights  
3. Gathering Information and Forecasting Demand  
4. Conducting Marketing Research  

Part 3. Connecting with Customers  
5. Creating Customer Value, Satisfaction, and Loyalty
6. Analyzing Consumer Markets  
7. Analyzing Business Markets  
8. Identifying Market Segments and Targets

Part 4. Building Strong Brands  
9. Creating Brand Equity
10. Crafting the Brand Positioning
11. Competitive Dynamics

Part 5. Shaping the Market Offerings  
12. Setting Product Strategy  
13. Designing and Managing Services  
14. Developing Pricing Strategies and Programs  

Part 6. Delivering Value  
15. Designing and Managing Marketing Channels and Value Networks  
16. Managing Retailing, Wholesaling, and Logistics  

Part 7. Communicating Value  
17. Designing and Managing Integrated Marketing Communications  
18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations  
19. Managing Digital Communications: Online, Social Media, and Mobile

20. Managing Personal Communications: Direct and Database Marketing, Word of Mouth, and Personal Selling  

Part 8. Creating Successful Long-Term Growth
21. Introducing New Market Offerings

22. Tapping into Global Markets

23. Managing a Holistic Marketing Organization