Title: Marketing Management : A South Asian Perspective, 13th Edition Author: Kevin Lane Keller, Philip Kotler ISBN: 813171683X / 9788131716830 Format: Soft Cover Pages: 816 Publisher: Pearson Year: 2009 Availability: Out of Stock
Description
Feature
Contents
The South Asian edition of Marketing Management remains the bestselling textbook in the field because it continues to reflect the latest changes in marketing theory and practice. Retaining the original frameworks and concepts so vital to the book, this edition presents a contextually relevant text for students of the subcontinent by incorporating South Asian case studies and examples.
NEW - Rural marketing memos in each chapter that provide tips and suggestions at all stages of marketing to rural customers, as well as directions in dealing with various marketing decisions
NEW - A South Asian perspective through new cases from South Asian countries that discuss a variety of aspects, including the socioeconomic characteristics of urban and rural consumers, demographics, and sociocultural nuances
NEW - Access to the cases of all the international versions of Marketing Management including USA, China, Middle East, Europe, Africa, Australia, and Canada
NEW - Cases on the companion Web site comprising teaching tips, take-home assignments, discussion, multiple-choice, and role-play questions
NEW - Breakthrough marketing boxes to highlight innovative and insightful marketing accomplishments by leading organizations Additional student and instructor resources are available.
Preface
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 : Dealing with Competition Chapter 10 : Creating Brand Equity Chapter 11 : Crafting the Brand Positioning
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 Integrated Marketing Channels 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 Experiences, and Public Relations Chapter 19 : Managing Personal Communications : Direct and Interactive Marketing, Word of Mouth, 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 for the Long Run
Endnotes
Glossary
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index