Marketing Management: An Asian Perspective

Abstract

Part 1 - Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans Part 2 - Capturing Marketing Insights Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand Part 3 - Connecting with Customers Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer Markets Chapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets Part 4 - Building Strong Brands Chapter 9: Creating Brand Equity Chapter 10: Crafting the Brand Positioning Chapter 11: Competitive Dynamics Part 5 - Shaping the Market Offerings Chapter 12: Setting Product Strategy Chapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs Part 6 - Delivering Value Chapter 15: Designing and Managing Marketing Channels and Value Networks Chapter 16: Managing Retailing, Wholesaling, and Logistics Part 7 - Communicating Value Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling Part 8 - Creating Successful Long-Term Growth Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing Organization Courses BK0401, Marketing Management BK0402, Graduate Marketing Management

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