Marketing Management: An Asian Perspective

The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

作者：Philip Kotler
現職：Northwestern University

作者：Kevin Lane Keller
現職：Amos Tuck School of Business, Dartmouth College

作者：Swee Hoon Ang
現職：National University of Singapore

作者：Chin Tiong Tan
現職：Singapore Management University

作者：Siew Meng Leong
現職：National University of Singapore Business School

PART I: UNDERATANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the New Realities
Ch 2 Developing Marketing Strategies and Plans

PART II: CAPTURING MARKETING INSIGHTS
Ch 3 Collecting Information and Forecasting Demand
Ch 4 Conducting Marketing Research

PART III: CONNECTING WITH CUSTOMERS
Ch 5 Creating Customer Value, satisfaction, and Loyalty
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Identifying Market Segments and Targets

PART IV: BUILDING STRONG BRANDS
Ch 9 Creating Brand Equity
Ch10 Crafting the Brand Positioning
Ch11 Competitive Dynamics

PART V: SHAPPING THE MARKET OFFERINGS
Ch12 Setting Product Strategy
Ch13 Designing and Managing Services
Ch14 Developing Pricing Strategies and Programs

PART VI: DELIVERING VALUE
Ch15 Designing and Managing Marketing Channels and Value Networks
Ch16 Managing Retailing, Wholesaling, and Logistics

PART VII: COMMUNICATING VALUE
Ch17 Designing and Managing Integrated Marketing Communications
Ch18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations


Ch19 Managing Digital Communications: Online, Social Media and Mobile
Ch20 Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling

PART VIII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch21 Introducing New Market Offerings
Ch22 Tapping into Global Markets
Ch23 Managing a Holistic Marketing Organization