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.