Principles of Marketing (An Asian Perspective)

By: Kotler, PhilipContributor(s): Gary Amstrong | Swee Hoon Ang | Siew Meng Leong | Chin Tiong Tan | Oliver Yau Hon-MingSingapore : Pearson/Prentice-Hall, ©2012Description: 1 volume (various pagings) : illustrations (some color) ; 29 cmISBN: 9789810687533Subject(s): Marketing -- Asia | Marketing | AsiaLOC classification: HF5415
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 Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers
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Open Collection Open Collection KSHAS LIBRARY
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HF5415.K67 2012 (Browse shelf) Checked out 30/07/2019 000000166045
Open Collection Open Collection KSHAS LIBRARY
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HF5415.k67 2012 (Browse shelf) Available 000000166046
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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 Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers

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