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Marketing management : an Asian perspective / Philip Kotler ... [et al.].

Contributor(s): Publication details: Singapore : Prentice Hall, 2006.Edition: 4th edDescription: xxxiii, 830 p. : col. ill. ; 26 cmISBN:
  • 0131982621 (pbk.)
  • 9780131982628 (pbk.)
Subject(s): DDC classification:
  • 658.802 MAR
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 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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 2, BayNo 3

 658.802 MAR (Browse shelf(Opens below)) 1 Available SOMAC,37003,03,RA 5000029602

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.

British Degree Programme : UMKC7Q-2

Australian Degree Programme : MARK1010