Marketing Management: An Asian Perspective eBook, 6th Edition

Philip Kotler all

Marketing Management: An Asian Perspective eBook, 6th Edition

By Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan
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Philip Kotler all
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For undergraduates studying Marketing Management courses

Marketing Management: An Asian Perspective continues to showcase the excellent content that Kotler has created with examples and case studies that are easily recognised. This enables students to relate to and grasp marketing concepts better.

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  • 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.
  • 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.
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