Marketing Management: An Asian Perspective (6e)

Kotler
Title Marketing Management: An Asian Perspective
Edition 6th
ISBN 9789810687977
ISBN 10 9810687974
Published 14/12/2012
Published by Pearson Singapore
Pages 873
Format Paperback
Out of stock
 
Total Price $139.95 Add to Cart
Description
For undergraduates studying Marketing Management courses
 
Marketing Management: An Asian Perspective, 6th edition continues to showcase the excellent content that Kotler has created with examples and case studies that are easily recognized. This enables students to relate to and grasp marketing concepts better.
Table of contents
Part 1 – Understanding Marketing Management
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
Part 2 – Capturing Marketing Insights
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
Part 3 – Connecting with Customers
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets
Part 4 – Building Strong Brands
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Competitive Dynamics
Part 5 – Shaping the Market Offerings
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs
Part 6 – Delivering Value
Chapter 15: Designing and Managing Marketing Channels and Value Networks
Chapter 16: Managing Retailing, Wholesaling, and Logistics
Part 7 – Communicating Value
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling
Part 8 – Creating Successful Long-Term Growth
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization
New to this edition
NEW! Updated content with focus on three key marketing changes
The three main marketing changes are economic, environmental and technological. The updated content places its emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet and mobile phones.
NEW! Marketing Insights and Marketing Memo In-Text Boxes
Almost half of the in-text boxes are new. The in-text boxes provide in-depth conceptual and practical commentary which use actual companies and situations to cover a variety of products, services and markets.
NEW! Marketing in Action mini-cases
These mini-cases available at the end of each chapter will highlight innovative and insightful marketing accomplishments from leading organizations.
NEW! Video Banks
The featured videos and advertisements will help link concepts to applications.
NEW! MyMarketingLab
Available separately, MyMarketingLab is an online tutorial and assessment platform correlated to the book that provides interactive elements and hands-on exercises for students. The interactive elements include features such as using an online e-text with search, highlighting and notetaking functions; printing reading assignments with notes; access to case stimulation and end-of-chapter activities.
 
Features & benefits
Marketing Management: An Asian Perspective, 6/E boasts a host of new features and continues with the key factors that have made the earlier editions successful.
 
Provides an Asian perspective
Asian marketing concepts and applications such as Islamic marketing, guanxi and chaelbol are introduced in this edition. The balanced mix of Asian and International examples and cases are featured so that students are able to better relate to the concepts that are illustrated with case studies and examples closer to home. This provides more relevant context for students in Asia.
Unique tools for visual learners
A conceptual mind-map at the end of each chapter will help students see the links amongst various concepts and get the big picture. In addition, a beefed-up summary which includes key diagrams, examples and even photos will serve to consolidate the student’s knowledge and is a speedy revision tool.
Interactive learning on MyMarketingLab (MML)
Available separately, the online tutorial and assessment platform is correlated to the book and offers a wealth of hands-on activities and exercises that allow students to learn interactively, engaging and coaching them to becoming better marketers.
Enhanced instructor supplements for lecture preparation
* Instructor’s Manual with detailed lecture outlines that follow the sequence of the PowerPoint slides for speedy lecture preparations.
* PowerPoint Slides with example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts.
*Test File Item with TestGen contains more than 3,000 multiple-choice, true-false, shortanswer and essay questions. Application questions are also available for students to apply their marketing skills.