Marketing Management: An Asian Perspective / Edition 1

Marketing Management: An Asian Perspective / Edition 1

3.2 9
by Philip Kotler, Swee Hoon Ang
     
 

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,

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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.

Product Details

ISBN-13:
9780132548977
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
01/01/1996
Edition description:
Older Edition
Pages:
1055
Product dimensions:
7.10(w) x 9.27(h) x 1.99(d)

Related Subjects

Table of Contents

About the Authors
Preface
1Understanding the Critical Role of Marketing in Organizations and Society1
2Building Customer Satisfaction Through Quality, Service, and Value40
3Laying the Groundwork Through Market-Oriented Strategic Planning72
4Managing the Marketing Process and Marketing Planning107
5Marketing Information Systems and Marketing Research144
6Analyzing the Marketing Environment181
7Analyzing Consumer Markets and Buyer Behavior202
8Analyzing Business Markets and Business Buying Behavior240
9Analyzing Industries and Competitors268
10Measuring and Forecasting Market Demand293
11Identifying Market Segments and Selecting Target Markets312
12Differentiating and Positioning the Market Offer347
13Developing, Testing, and Launching New Products and Services375
14Managing Product Life Cycles and Strategies426
15Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers457
16Designing Strategies for the Global Marketplace493
17Managing Product Lines, Brands, and Packaging535
18Managing Service Businesses and Ancillary Services577
19Designing Pricing Strategies and Programs609
20Selecting and Managing Marketing Channels654
21Managing Retailing, Wholesaling, and Physical-Distribution Systems704
22Designing Communication and Promotion-Mix Strategies749
23Designing Effective Advertising Programs788
24Designing Direct-Marketing, Sales-Promotion, and Public-Relations Programs829
25Managing the Salesforce867
26Organizing and Implementing Marketing Programs911
27Evaluating and Controlling Marketing Performance940
28The Asian Marketplace973
Name Index1001
Company/Brand Index1010
Subject Index1019

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