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Principles of Marketing, An Asian Perspective, 4th edition

RM 121.00
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  • Philip Kotler 
  • Gary Armstrong 
  • Ang Swee-Hoon
  • Leong Siew-Meng 
  • Tan Chin-Tiong 
  • Oliver Hong-Ming Yau  
  • 9781292089669
  • March 2017

Table of 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 

20. Sustainable Marketing: Social Responsibility and Ethics 

 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

 

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