TY  - BOOK
AU  - Kotler, Philip
AU  - Ang, Swee Hoon
AU  - Leong, Siew Meng
AU  - Tan, Chin Tiong
TI  - Marketing management : : An Asian perspective 
SN  - 0132548976
U1  - 658.8 
PY  - 1996///
CY  - Singapore ; New York :  
PB  - Prentice Hall
KW  - Marketing
KW  - Management.
KW  - Asia
N1  - 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
ER  -