Marketing Management : A South Asian Perspective, 13th Edition

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