Marketing Management: An Asian Perspective eBook (6e) : 9789814576611

Marketing Management: An Asian Perspective eBook (6e)

Published by
Pearson Singapore
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Marketing Management: An Asian Perspective, 6th 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. 

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Table of contents
Part 1 – Understanding Marketing Management
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
Part 2 – Capturing Marketing Insights
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
Part 3 – Connecting with Customers
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets
Part 4 – Building Strong Brands
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Competitive Dynamics
Part 5 – Shaping the Market Offerings
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs
Part 6 – Delivering Value
Chapter 15: Designing and Managing Marketing Channels and Value Networks
Chapter 16: Managing Retailing, Wholesaling, and Logistics
Part 7 – Communicating Value
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling
Part 8 – Creating Successful Long-Term Growth
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization
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