Principles of Marketing: An Asian Perspective(絕)
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- 一般書籍
- ISBN：9780131234390
- 作者：Philip Kotler
- 版次：1
- 年份：2005
- 出版商：Pearson Education
- 頁數/規格：585頁
書籍介紹
本書特色
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作者介紹
Description
Principles of Marketing: An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of Asian marketing.
While providing the most up-to-date marketing coverage, this book also makes learning about and teaching Asian marketing easier and more exciting for both students and instructors. Marketing is presented in a practical, exciting, and easy to digest manner. The text is filled with interesting examples and stories about real companies and their marketing practices. Moreover, the integrated, cutting-edge teaching and learning package gives instructors the power to customize students' educational experience.
Principles of Marketing: An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of Asian marketing.
While providing the most up-to-date marketing coverage, this book also makes learning about and teaching Asian marketing easier and more exciting for both students and instructors. Marketing is presented in a practical, exciting, and easy to digest manner. The text is filled with interesting examples and stories about real companies and their marketing practices. Moreover, the integrated, cutting-edge teaching and learning package gives instructors the power to customize students' educational experience.
Features
- Exciting full-color visuals to help reinforce key concepts and applications.
- Real Marketing highlights that provide an in-depth look at real marketing practices in large and small companies.
- Interactive Internet exercises that relate to important chapter concepts.
- Company cases that challenge students to apply marketing principles to real situations.
- Case projects to help students develop the fundamentals of case study analysis.
- Video clips at the end of every chapter, with accompanying discussion questions.
- Two useful appendices "Measuring and Forecasting Demand" and "Marketing Arithmetic" provide additional, practical information for students.
- Comprehensive supplements that include the Instructor's Manual, Test Item File, PowerPoint Slides, and a companion website.
Table of Contents
Part 1 Understanding Marketing and The Marketing Process
1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
3. Marketing in the Digital Age: Making New Customer Connections
Part 2 Developing Marketing Opportunities and Strategies
4. The Marketing Environment
5. Managing Marketing Information
6.Consumer Markets and Consumer Buyer Behavior
7. Business Markets and Business Buyer Behavior
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Part 3 Developing the Marketing MIX
9. Product, Services, and Branding Strategies
10. New-Product Development and Product Life-Cycle Strategies
11. Pricing Considerations and Approaches
12. Pricing Strategies
13. Marketing Channels and Supply Chain Management
14. Retailing and Wholesaling
15.Integrated Marketing Communication Strategy
16. Advertising, Sales Promotion, and Public Relations
17. Personal Selling and Direct Marketing
Part 4 Managing Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing and Society: Social Responsibility and Marketing Ethics
Part 1 Understanding Marketing and The Marketing Process
1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
3. Marketing in the Digital Age: Making New Customer Connections
Part 2 Developing Marketing Opportunities and Strategies
4. The Marketing Environment
5. Managing Marketing Information
6.Consumer Markets and Consumer Buyer Behavior
7. Business Markets and Business Buyer Behavior
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Part 3 Developing the Marketing MIX
9. Product, Services, and Branding Strategies
10. New-Product Development and Product Life-Cycle Strategies
11. Pricing Considerations and Approaches
12. Pricing Strategies
13. Marketing Channels and Supply Chain Management
14. Retailing and Wholesaling
15.Integrated Marketing Communication Strategy
16. Advertising, Sales Promotion, and Public Relations
17. Personal Selling and Direct Marketing
Part 4 Managing Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing and Society: Social Responsibility and Marketing Ethics
Philip Kotler is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics.
