Marketing Management a South Asian Perspective
Main Author: | |
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Other Authors: | , , |
Format: | Book |
Language: | English |
Published: |
New Delhi
Dorling Kindersley (India) Pvt. Ltd.
2009
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Edition: | 12 th ed. |
Subjects: |
Table of Contents:
- 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.