Text

Marketing Management: An Asian Perspective

---

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 Communication: direct Marketing and Personal Selling

Part 8 Creating Succesful Long-Term Growth
Chapter 20 Introducing New Market Offerings
Chapter 21 Tapping into Global Markets
Chapter 22 Managing a Holistic Marketing Organization

---

Availability

5555129505

658.8 KOT m

Pusat (Sirkulasi)

Available

Detail Information

Series Title

-

Call Number

658.8 KOT m

Publisher

Singapore : Pearson Education Centre., 2012

Collation

xxviii, 874p., Index. 21.5 x 27.5 cm

Language

English

ISBN/ISSN

978-981-06-8797-7

Classification

658.8

Content Type

text

Media Type

-

Carrier Type

-

Edition

6

Subject(s)

MARKETING - MANAGEMENT

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment