Marketing Management

Marketing Management : An Asian Perspective

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Description

Appropriate for capstone undergraduate and graduate courses. The first edition of Marketing Management: An Asian Perspective was published when Asia was experiencing rapid and sustained growth. In mid-1997, Asia began to suffer financial and economic troubles which quickly turned into a crisis. A major key to Asia's recovery is the further development of customer-oriented marketing.show more

Product details

  • Paperback | 920 pages
  • 182 x 235 x 37mm | 1,645g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • Revised
  • 2nd Revised edition
  • Illustrationsc26 cm
  • 0130109800
  • 9780130109804

Table of contents

PART I. UNDERSTANDING MARKETING MANAGEMENT. 1. Assessing Marketing's Critical Role In Organizational Performance. 2. Building Customer Satisfaction Through Quality, Service and Value. 3. Winning Markets Through Market-Oriented Strategic Planning. PART II. ANALYZING MARKETING ORIENTATION. 4. Managing Marketing Information and Measuring Market Demand. 5. Scanning the Marketing Environment. 6. Analyzing Consumer Markets and Buying Behavior. 7. Analyzing Business Markets and Business Buying Behavior. 8. Analyzing Industries and Competitors. 9. Identifying Market Segments and Selecting Target Markets. PART III. DEVELOPING MARKETING SYSTEMS. 10. Differentiating and Positioning the Market Offering. 11. Developing New Products. 12. Managing Life-Cycle Strategies. 13. Designing Market Strategies for Market Leaders, Challengers, Followers, and Nichers. 14. Designing and Managing Global Marketing Strategies. PART IV. PLANNING, MARKETING, PROGRAMS. 15. Managing Service Businesses and Product Support Services. 16. Designing Pricing Strategies and Programs. 17. Selecting and Managing Marketing Channels. 18. Managing, Retailing, Wholesaling, and Market Logistics. 19. Designing and Managing Integrated Marketing Communications. 20. Managing Advertising, Sales Promotion, and Public Relations. 21. Managing the Sale Force. 22. Managing Direct and Online Marketing. PART V. MANAGING THE MARKETING EFFORT. 23. Organizing, Implementing, Evaluating, and Controlling Marketing Activities.show more

Rating details

56 ratings
3.73 out of 5 stars
5 30% (17)
4 32% (18)
3 25% (14)
2 5% (3)
1 7% (4)
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