Cover Image

Marketing Management a South Asian Perspective

Bibliographic Details
Main Author: Kotler, Philip
Other Authors: Keller, Kevin Lane., Koshy, Abraham., Jha, Mithileshwar.
Format: Book
Language:English
Published: New Delhi Dorling Kindersley (India) Pvt. Ltd. 2009
Edition:12 th ed.
Subjects:
MANAGEMENT
MARKETING MANAGEMENT
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245 |a Marketing Management  |c by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha  |b a South Asian Perspective  
250 |a 12 th ed. 
260 |a New Delhi  |b Dorling Kindersley (India) Pvt. Ltd.  |c 2009 
300 |a xli, 621+ A12 + G8 + C2+ I19p .  |b 28cm. 
500 |a Includes Glossary and Indexes. 
505 |a Part 1 -Understanding Marketing Management. Definition - developing Marketing strategies plans Part 2 - Capturing Marketing Insights Gathering Information and Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research Part 3 -Connecting with Customers Creating Customer Value - Analyzing Consumer Markets - Analyzing Business Markets- Identifying Market Segments and Targets Part 4- Building Strong Brands Dealing with Competition - Crafting the Brand Position - Creating Brand Equity Designing Value. Part 5- Shaping the Market Offerings Setting Product Strategy - Designing and Managing Services - Developing Pricing Strategies and Programs Part 6- Delivering Value. Designing and Managing Integrated Marketing Channels - Managing Retailing, Wholesaling, and Logistics. Part 7- Communicating Value. Designing and Managing Integrated Marketing Communications - Managing Mass Communication - Managing Personal Communications Direct and Indirect Marketing, Word of Mouth, and Personal Selling. Part 8-Creating Successful Long Term Growth Introducing New Market Offerings - Tapping into Global Markets - Managing a Holistic Marketing Organization for the Long Run.  
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