Marketing : an introduction : an Asian perspective / Gary Armstrong, Philip Kotler, Geoffrey da Silva.

By: Gary ArmstrongMaterial type: TextTextPublication details: Singapore : Pearson Education South Asia Pte Ltd., ©2006Description: xx, 596, [104] pages : illustrations ; 28 cmISBN: 9780131676619 DDC classification: 658.80095
Contents:
PART ONE DEFINING MARKETING AND THE MARKETING PROCESS1. Marketing: Managing Profitable Customer Relationships2. Company and Marketing Strategy: Partnering to Build Customer Relationships PART TWO UNDERSTANDING THE MARKETPLACE AND CONSUMERS3. The Marketing Environment4. Managing Marketing Information5. Consumer and Business Buyer Behavior PART THREE DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers7. Product, Services, and Branding Strategy8. New-Product Development and Product Life-Cycle Strategies9. Pricing Considerations and Strategies10. Marketing Channels and Supply Chain Management11. Retailing and Wholesaling12. Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations13. Integrated Marketing Communications: Personal Selling and Direct Marketing PART FOUR EXTENDING MARKETING14. Marketing in the Digital Age15. The Global Marketplace16. Marketing and Society: Social Responsibility and Marketing Ethics Supplements- Instructor's Manual- PowerPoint Slides- Test Item FileAvailable on My Asian Companion Website: www.pearsoned-asia.com/kotler
Summary: This first Asian adaptation of the seventh edition of Marketing: An Introduction written by Professors Gary Armstrong and Philip Kotler builds on its strong foundations. This book presents an innovative framework for understanding and learning about marketing. Today's marketing is all about building profitable customer relationships. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers. If the organization does these things well, it will reap the rewards in terms of market share, profits, and customer equity. Simply put, marketing is the art and science of creating value for customers in order to capture value from customers in return. From beginning to end, the first edition of Marketing: An Introduction (An Asian Perspective) presents and develops this customer-relationships/customer-equity framework. Every chapter contains many examples and references of these marketing concepts used in the Asian context as well as how they are employed in other regions.
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Item type Current library Call number Status Date due Barcode Item holds
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PJ Library 		658.80095 ARM  (Browse shelf (Opens below)) Available 3201942
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PART ONE DEFINING MARKETING AND THE MARKETING PROCESS1. Marketing: Managing Profitable Customer Relationships2. Company and Marketing Strategy: Partnering to Build Customer Relationships
PART TWO UNDERSTANDING THE MARKETPLACE AND CONSUMERS3. The Marketing Environment4. Managing Marketing Information5. Consumer and Business Buyer Behavior
PART THREE DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers7. Product, Services, and Branding Strategy8. New-Product Development and Product Life-Cycle Strategies9. Pricing Considerations and Strategies10. Marketing Channels and Supply Chain Management11. Retailing and Wholesaling12. Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations13. Integrated Marketing Communications: Personal Selling and Direct Marketing
PART FOUR EXTENDING MARKETING14. Marketing in the Digital Age15. The Global Marketplace16. Marketing and Society: Social Responsibility and Marketing Ethics Supplements- Instructor's Manual- PowerPoint Slides- Test Item FileAvailable on My Asian Companion Website: www.pearsoned-asia.com/kotler

This first Asian adaptation of the seventh edition of Marketing: An Introduction written by Professors Gary Armstrong and Philip Kotler builds on its strong foundations. This book presents an innovative framework for understanding and learning about marketing. Today's marketing is all about building profitable customer relationships. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers. If the organization does these things well, it will reap the rewards in terms of market share, profits, and customer equity. Simply put, marketing is the art and science of creating value for customers in order to capture value from customers in return. From beginning to end, the first edition of Marketing: An Introduction (An Asian Perspective) presents and develops this customer-relationships/customer-equity framework. Every chapter contains many examples and references of these marketing concepts used in the Asian context as well as how they are employed in other regions.

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