Marketing Management: An Asian Perspective, 7th Edition

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By Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Chin Tiong Tan, Siew Meng Leong
ISBN 9781292089584
Edition 7th
Published date 24/08/2017
Pages 880

  • Part 1. Understanding Marketing Management  
  • 1. Defining Marketing for the New Realities
  • 2. Developing Marketing Strategies and Plans
  • Part 2. Capturing Marketing Insights  
  • 3. Collecting Information and Forecasting Demand
  • 4. Conducting Marketing Research
  • Part 3. Connecting with Customers  
  • 5. Creating Long-term Loyalty Relationships
  • 6. Analyzing Consumer Markets
  • 7. Analyzing Business Markets
  • 8. Tapping into Global Markets
  • Part 4. Building Strong Brands  
  • 9. Identifying Market Segments and Targets
  • 10. Crafting the Brand Positioning
  • 11. Creating Brand Equity
  • 12. Meeting Competition and Driving Growth
  • Part 5. Shaping the Market Offerings  
  • 13. Setting Product Strategy
  • 14. Designing and Managing Services
  • 15. Introducing New Market Offerings
  • 16. Developing Pricing Strategies and Programs
  • Part 6. Delivering Value  
  • 17. Designing and Managing Integrated Marketing Channels
  • 18. Managing Retailing, Wholesaling, and Logistics
  • Part 7. Communicating Value  
  • 19. Designing and Managing Integrated Marketing Communications
  • 20. Managing Digital Communications: Online, Social Media and Mobile Marketing
  • 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
  • 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
  • Part 8. Managing the Marketing Organization  
  • 23. Conducting Marketing Responsibly for Long-Term Success
Weight 2 kg
Dimensions 2 × 22 × 27 cm
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