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Principles of Marketing An Asian Perspective 2/e

作者：Philip Kotler, Gary Armstrong, Ang Swee-Hoon, Leong Siew-Meng, Tan Chin-Tiong, Oliver Hong-Ming Yau
原價：NT$ 1,250

ISBN：9789810687533
版次：2
年份：2012
出版商：Pearson Education

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Description
Principles of Marketing: An Asian Perspective 3/e provides a comprehensive coverage on topics of Marketing set in an Asian context. Learning is made more engaging for students and teaching more convenient for instructors.

Features

For undergraduate Principles of Marketing courses
Principles of Marketing: An Asian Perspective provides comprehensive coverage on topics of Marketing set in the Asian context. Lessons are made more interesting by the rich instructor’s resources.

Main focus on Asian cases and vignettes gives students stronger understanding of marketing in Asia
The majority of cases and examples are carefully selected from Asian regions. With familiar company and brand names, your students can have an easy understanding of marketing in Asia.

Allow students to keep abreast of changes in the Marketing world with up-to-date cases
The three types of cases are:

Technology cases or how the use of technology has impacted the company or how technology has affected the topic at hand.

Ethical cases or how ethics has played a role in shaping a company’s marketing activities

Social marketing trends or how new social media has influenced a change in the way marketing is traditionally carried out

Extra supplement on learning management system, MyMarketingLab (MML)
Lecturers can prescribe assignments and the system will generate a study plan to aid students in the study of Marketing more efficiently and effectively. Mini-simulations also help students to learn Marketing concepts in an enjoyable and enhanced manner. Additional supplements in this edition include: improved PowerPoint slides, an Instructor’s Manual, an image and ad bank for instructors to use, and videos to aid in the learning of real-life marketing examples.

New to This Edition

Help students learn more efficiently and effectively: New Enhanced Learning Design
The text’s active and integrative presentation includes learning enhancements such as annotated chapter-opening stories and a chapter-opening objective outline. The chapter-opening layout helps to preview and position the chapter and its key concepts. Figures help students to simplify and organize chapter material. End-of-chapter features help to summarize important chapter concepts and highlight important themes, such as marketing and the economy, marketing technology, ethics, and additional company cases. In all, the innovative learning design facilitates student understanding and eases learning.

Help students see the real-world connection: New and Revised Cases and Examples
This edition features a broader spread of cases and examples from around the world. Familiar service situations that students can identify with — such as breakdown of an internet service, long waiting times at a fast-food restaurant, a referral reward program gone wrong — are often used to make it easier for them to see the link between theory and practice.

Marketing & the Economy at the end of each chapter provides for discussion of the impact of recent economic trends on consumer and marketer decisions.

Marketing by the Numbers is an exercise at the end of each chapter which lets students apply analytical and financial thinking to relevant chapter concepts and links the chapter to an innovative Appendix 2 that provides students with a comprehensive introduction to the marketing financial analysis that helps to guide, assess, and support marketing decisions.

Help students understand sustainability in marketing: New Coverage of Sustainable Marketing
New material throughout the third edition highlights the increasing importance of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 20, which pulls marketing together under a sustainable marketing framework. In between, frequent discussions and examples show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers, companies, and society as a whole.

Table of Contents
Part 1 — Defining Marketing and the Marketing Process
Chapter 1: Marketing: Managing Profitable Customer Relationships
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2 — Understanding the Marketplace and Consumers
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior

Part 3 — Designing a Customer-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Product, Services, and Branding Strategy
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing Products: Understanding and Capturing Customer Value
Chapter 11: Pricing Products: Pricing Strategies
Chapter 12: Marketing Channels and Supply Chain Management
Chapter 13: Retailing and Wholesaling
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15: Advertising and Public Relations
Chapter 16: Personal Selling and Sales Promotion
Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships

Part 4 — Extending Marketing
Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics

Philip Kotler, Northwestern University
Gary Armstrong, University of North Carolina
Ang Swee-Hoon, National University of Singapore
Leong Siew-Meng, National University of Singapore
Tan Chin-Tiong, National University of Singapore
Oliver Hong-Ming Yau, City University of Hong Kong

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