Marketing Management: An Asian Perspective / Edition 1

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Overview

This book presents Marketing Management ideas within Asian Context and introduces unique Asian marketing ideas and institutions.

This book uses actual Asian company cases to illustrate and analyze various marketing principles, strategies, and practices. Tackles the subject matter using a basic disciplines perspective, focusing on economics, behavioral science, management theory, and mathematics.

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Editorial Reviews

Booknews
A textbook for advanced business undergrads and MBA students. The authors use an analytical, broad-based approach in their discussion of topics such as researching target markets, marketing information systems, designing market strategies, launching new products and services, advertising programs, managing the salesforce, evaluating and controlling market performance, and the Asian marketplace. They include many case studies of marketing situations and companies' tactics from real-world situations in Asia. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780132548977
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 1/1/1996
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 1055
  • Product dimensions: 7.10 (w) x 9.27 (h) x 1.99 (d)

Table of Contents

About the Authors
Preface
1 Understanding the Critical Role of Marketing in Organizations and Society 1
2 Building Customer Satisfaction Through Quality, Service, and Value 40
3 Laying the Groundwork Through Market-Oriented Strategic Planning 72
4 Managing the Marketing Process and Marketing Planning 107
5 Marketing Information Systems and Marketing Research 144
6 Analyzing the Marketing Environment 181
7 Analyzing Consumer Markets and Buyer Behavior 202
8 Analyzing Business Markets and Business Buying Behavior 240
9 Analyzing Industries and Competitors 268
10 Measuring and Forecasting Market Demand 293
11 Identifying Market Segments and Selecting Target Markets 312
12 Differentiating and Positioning the Market Offer 347
13 Developing, Testing, and Launching New Products and Services 375
14 Managing Product Life Cycles and Strategies 426
15 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers 457
16 Designing Strategies for the Global Marketplace 493
17 Managing Product Lines, Brands, and Packaging 535
18 Managing Service Businesses and Ancillary Services 577
19 Designing Pricing Strategies and Programs 609
20 Selecting and Managing Marketing Channels 654
21 Managing Retailing, Wholesaling, and Physical-Distribution Systems 704
22 Designing Communication and Promotion-Mix Strategies 749
23 Designing Effective Advertising Programs 788
24 Designing Direct-Marketing, Sales-Promotion, and Public-Relations Programs 829
25 Managing the Salesforce 867
26 Organizing and Implementing Marketing Programs 911
27 Evaluating and Controlling Marketing Performance 940
28 The Asian Marketplace 973
Name Index 1001
Company/Brand Index 1010
Subject Index 1019
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Customer Reviews

Average Rating 3
( 9 )
Rating Distribution

5 Star

(2)

4 Star

(2)

3 Star

(2)

2 Star

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(1)

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Sort by: Showing all of 6 Customer Reviews
  • Anonymous

    Posted March 26, 2013

    Great text. Extremely useful for any type of marketing. A beginn

    Great text. Extremely useful for any type of marketing. A beginner will benefit from well explained concepts and it is an excellent review for experts.

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  • Anonymous

    Posted August 28, 2005

    Just the bible of Modern Marketing

    I was given this textbook as a gift, and I found this textbook to have all the answers I need in my position. Kotler gives every area of marketing its due to great detail. I always look at this textbook at least once to twice a week. I work at a Fortune 100 consumer product company and this book is my bible in any area I need an answer or idea.

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  • Anonymous

    Posted February 11, 2001

    this is for undergrads

    Not a very useful compamy profiles too much lecture not enough real life application.

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  • Anonymous

    Posted February 8, 2001

    Beware of Kotler's 'Definitions'

    This is a great book on contemporary marketing management. Kotler covers all of today's topics in depth with great examples, detail, and insight. The only problwm is that Kotler often uses his position as the pre-eminent marketing text writer to create some of his own definitions. His ideas are sound, but he puts his own perspective into many of his seemingly generic and well-acepted explanations and definitions. I would highly recommend this for advanced marketing or marketing management courses (undergrad or MBA).

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  • Anonymous

    Posted December 4, 2012

    No text was provided for this review.

  • Anonymous

    Posted January 11, 2014

    No text was provided for this review.

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