MARKETING MANAGEMENT, AN ASIAN PERSPECTIVE (ISBN: 9781292089584)

Features

• Emphasize the many aspects of marketing
• Four key dimensions of holistic marketing   are woven throughout the text:
• Internal marketing  —ensuring everyone in the organization embraces appropriate marketing principles, especially senior management.
• Integrated marketing  —ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.
• Relationship marketing  —having rich, multifaceted relationships with customers, channel members, and other marketing partners.
• Performance marketing  —understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects.

Table of Contents

Part 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans Part 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing Research Part 3. Connecting with Customers 5. Creating Long-term Loyalty Relationships 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part 4. Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Meeting Competition and Driving Growth Part 5. Shaping the Market Offerings 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part 6. Delivering Value 17. Designing and Managing Integrated Marketing Channels 18. Managing Retailing, Wholesaling, and Logistics Part 7. Communicating Value 19. Designing and Managing Integrated Marketing Communications 20. Managing Digital Communications: Online, Social Media and Mobile Marketing 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization 23. Conducting Marketing Responsibly for Long-Term Success