Principles of Marketing, An Asian Perspective
Paperback Engels 2023 9781292721590Samenvatting
For principles of marketingcourses that require a comprehensive text.
Learn how to create value throughcustomer connections and engagement
The global marketplace has undergoneexplosive changes that have fundamentally transformed how we communicate, shareinformation, access entertainment, and make transactions. Together, thesedevelopments have created a host of new opportunities for marketers seeking to engagecustomers and to create and capture customer value.
The fifthedition of Principles of Marketing: An Asian Perspective continuesto build on its signature customer engagement framework to provide acomprehensive and authoritative introduction to the Asian marketing landscape.With updated coverage in every chapter, this edition examines the latest trendsin both traditional marketing as well as online, mobile, social media, andother digital marketing technologies. Balancing Asian and international brandsacross Asian and international contexts, the book is replete with vignettes,in-text examples, and cases that illustrate brand strategies and contemporarymarketing issues.
Specificaties
Lezersrecensies
Inhoudsopgave
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
- Marketing: Creating Customer Value and Engagement
- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Consumer Markets and Buyer Behavior
- Business Markets and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
- Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
- Products, Services, and Brands: Building Customer Value
- Developing New Products and Managing the Product Life Cycle
- Pricing: Understanding and Capturing Customer Value
- Pricing Strategies: Additional Considerations
- Marketing Channels: Delivering Customer Value
- Retailing and Wholesaling
- Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
- Advertising and Public Relations
- Personal Selling and Sales Promotion
- Direct, Online, Social Media, and Mobile Marketing
PART 4: EXTENDING MARKETING
- Creating Competitive Advantage
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
APPENDICES
- Marketing Plan
- Marketing by the Numbers
- Careers in Marketing
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan