Marketing management : an Asian perspective /
Philip Kotler [and four others]
- Sixth Edition.
- Singapore : Pearson Education South Asia Pte Ltd, c2012
- xxviii, 874 pages : color illustrations ; 28 cm.
Includes index.
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