(eBook PDF) Principles of Marketing: An Asian Perspective 4th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292089660
- ISBN-13 : 978-1292089669
- Author: Philip Kotler
Description For Principles of Marketing courses that require a comprehensive text. Help students learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia. It helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers in Asia who make products and brands an integral part of their daily lives. To help students in Asia understand how to create value and build customer relationships, the Asian Perspective presents fundamental marketing information within an innovative customer-value framework. This textbook makes learning about and teaching Asian marketing easier and more exciting for both students and instructors by providing a variety of vignettes, up-to-date corporate examples, and relevant case studies.
Table contents:
Part 1: Defining Marketing and the Marketing Process
1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumer Value
3. The Marketing Environment
4. Managing Marketing Information
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3: Designing a Customer-Driven Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Branding Strategy
9. New-Product Development and Product Life-Cycle Strategies
10. Pricing Products: Understanding and Capturing Customer Value
11. Pricing Products: Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Online, Social Media, and Mobile Marketing
Part 4: Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
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