Marketing management : an Asian perspective / Philip Kotler.
By: Kotler, Philip.Material type: BookPublisher: Singapore : Pearson Education South Asia Pte Ltd, 2012Description: xxviii, 874,  pages : color illustrations ; 28 cm.ISBN: 9789810687977.Subject(s): Marketing -- Management | Marketing -- Asia -- ManagementDDC classification: 658.802
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|Book||USJ Library - Ilha Verde Campus 1/F General Circulation||General Circulation||658.802 KOT 2012 (Browse shelf)||Checked out||24/05/2019||24520|
Part 1 - Understanding Marketing Management Chapter 1: Defining Marketing for the 21st CenturyChapter 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 ValueChapter 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 CoursesBK0401, Marketing ManagementBK0402, Graduate Marketing Management.