Kotler, Philip

Marketing management : An Asian perspective / Philip Kotler [and others]. - Singapore ; New York : Prentice Hall, 1996. - xviii, 1055 pages : illustrations ; 24 cm

Understanding the critical role of marketing in organizations and society --
Building customer satisfaction through quality, service, and value --
Laying the groundwork through market-oriented strategic planning --
Managing the marketing process and marketing planning --
Marketing information systems and marketing research --
Analyzing the marketing environment --
Analyzing consumer markets and buyer behavior --
Analyzing business markets and business buying behavior --
Analyzing industries and competitors --
Measuring and forecasting market demand --
Identifying market segments and selecting target markets --
Differentiating and positioning the market offer --
Developing, testing, and launching new products and services --
Managing product life cycles and strategies --
Designing marketing strategies for market leaders, challengers --
Designing strategies for the global marketplace --
Managing product lines, brands, and packaging --
Managing service businesses and ancillary services --
Designing pricing strategies and programs --
Selecting and managing marketing channels --
Managing retailing, wholesaling, and physical-distribution systems. Designing communication and promotion-mix strategies --
Designing effective advertising programs --
Designing direct-marketing, sales-promotion, and public-relations programs --
Managing the salesforce --
Organizing and implementing marketing programs --
Evaluating and controlling marketing performance --
The Asian marketplace.

0132548976


Marketing --Management.
Marketing --Management. --Asia
Asia.

658.8 / KOT