Normal view MARC view ISBD view

Marketing management : an Asian perspective / Philip Kotler ... [et al.]. - 4th ed. - Singapore : Prentice Hall, 2006. - xxxiii, 830 p. : col. ill. ; 26 cm.

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 segmets and targets -- Part 4: Building strong brands - Chapter 9: Creating brand equity - Chapter 10: Crafting the brand positioning - Chapter 11: Dealing with competition -- 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 channel 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 - Appendix - Glossary -Image credits - Name index - Company, brand and organisation index - Subject index.

ISBN: 0131982621 (pbk.) 9780131982628 (pbk.)

Subjects--Topical Terms:
Marketing--Management.
Marketing--Management.--Asia

Dewey Class. No.: 658.802 / MAR