Marketing management : An Asian perspective / Philip Kotler [and others].
Material type: TextLanguage: English Publication details: Singapore ; New York : Prentice Hall, 1996.Description: xviii, 1055 pages : illustrations ; 24 cmISBN:- 0132548976
- 658.8 KOT
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | Institute of Public Enterprise, Library S Campus | 658.8 KOT (Browse shelf(Opens below)) | Checked out | 11/30/2022 | 41409 |
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.
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