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Marketing management : An Asian perspective / Philip Kotler [and others].

By: Kotler, PhilipContributor(s): Ang, Swee Hoon | Leong, Siew Meng | Tan, Chin TiongMaterial type: Text

TextLanguage: English Publisher: Singapore ; New York : Prentice Hall, 1996Description: xviii, 1055 pages : illustrations ; 24 cmISBN: 0132548976Subject(s): Marketing -- Management | Marketing -- Asia -- Management | AsiaDDC classification: 658.8

Contents:

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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Item type	Current location	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 KOT (Browse shelf)	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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