Principles of Marketing, An Asian Perspective, 4th edition
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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