Principles of Marketing, An Asian Perspective

Name: Principles of Marketing, An Asian Perspective
Author: Philip Kotler

Paperback Engels 2017 9781292089669

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Description

For Principles of Marketing courses that require a comprehensive text.

Help students learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia. It helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers in Asia who make products and brands an integral part of their daily lives.

To help students in Asia understand how to create value and build customer relationships, the Asian Perspective presents fundamental marketing information within an innovative customer-value framework.

This textbook makes learning about and teaching Asian marketing easier and more exciting for both students and instructors by providing a variety of vignettes, up-to-date corporate examples, and relevant case studies.

Specificaties

ISBN13:9781292089669

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop

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Inhoudsopgave

 

Part 1: Defining Marketing and the Marketing Process 

1. Marketing: Managing Profitable Customer Relationships 

2. Company and Marketing Strategy: Partnering to Build Customer Relationships 

 

Part 2: Understanding the Marketplace and Consumer Value 

3. The Marketing Environment 

4. Managing Marketing Information  

5. Consumer Markets and Consumer Buyer Behavior 

6. Business Markets and Business Buyer Behavior 

 

Part 3: Designing a Customer-Driven Strategy and Mix 

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 

8. Product, Services, and Branding Strategy 

9. New-Product Development and Product Life-Cycle Strategies  

10. Pricing Products: Understanding and Capturing Customer Value 

11. Pricing Products: Pricing Strategies 

12. Marketing Channels: Delivering Customer Value 

13. Retailing and Wholesaling 

14. Communicating Customer Value: Integrated Marketing Communications Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

17. Direct, Online, Social Media, and Mobile Marketing 

 

Part 4: Extending Marketing 

18. Creating Competitive Advantage 

19. The Global Marketplace 

20. Sustainable Marketing: Social Responsibility and Ethics 

 

Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers