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Marketing management : an Asian perspective / Philip Kotler [and four others]

By: Kotler, Philip [author]Contributor(s): Keller, Kevin Lane [co-author] | Ang, Swee Hoon [co-author] | Leong, Siew Meng [co-author] | Tan, Chin Tiong [co-author]Material type: Text

TextPublication details: Singapore : Pearson Education South Asia Pte Ltd, c2012Edition: Sixth EditionDescription: xxviii, 874 pages : color illustrations ; 28 cmISBN: 9789810687977Subject(s): MARKETING MANAGEMENT | MARKETING ASIA MANAGEMENTLOC classification: HF 5415.13 .M37 2012

Contents:

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

Item type:

Books

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5415.13 .M37 2012 (Browse shelf (Opens below))	c.1	Available		NULIB000009941

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

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