Marketing Management: A South Asian Perspective - Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileswar Jha

Back to Management Page

Book Title : Marketing Management: A South Asian Perspective

Author(s) : Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileswar Jha

Price: Rs.699.00/-

Publisher : Pearson India Publications

No. of Pages: 792

Book Contents :

PART I: 

1. Understanding Marketing Management
2. Defining Marketing for the 21st Century
3. Developing Marketing Strategies and Plans

PART II: 

1. Capturing Marketing Insights
2. Gathering Information and Scanning the Environment
3. Conducting Marketing Research and Forecasting Demand

PART III: 

1. Connecting with Customers
2. Creating Customer Value, Satisfaction, and Loyalty
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Identifying Market Segments and Targets

PART IV: 

1. Building Strong Brands
2. Dealing with Competition
3. Creating Brand Equity
4. Crafting the Brand Positioning

PART V: 

1. Shaping the Market Offerings
2. Setting Product Strategy
3. Designing and Managing Services
4. Developing Pricing Strategies and Programs

PART VI: 

1. Delivering Value
2. Designing and Managing Integrated Marketing Channels
3. Managing Retailing, Wholesaling, and Logistics

PART VII: 

1. Communicating Value
2. Designing and Managing Integrated Marketing
3. Managing Mass Communications: Advertising, Sales
4. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

PART VIII: 

1. Creating Successful Long-Term Growth
2. Introducing New Market Offerings
3. Tapping into Global Markets
4. Managing a Holistic Marketing Organization for the Long Run