PRINCIPLES OF MARKETING:A SOUTH ASIAN PERSPECTIVE
By: KOTLER,PHILIP
Material type:
TextPublisher: PEARSON ISBN: 978-8131731017Subject(s): Defining Marketing and the Marketing Process 1 Marketing: Creating and Capturing Customer Value 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Understanding the Marketplace and Consumers Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights, Consumer Markets and Consumer Buyer Behavior, Business Markets and Business Buyer Behavior, Designing a Customer-Driven Strategy and Mix . Customer-Driven Marketing Strategy: Creating Value for Target Customers . Products, Services, and Brands: Building Customer Value . New-Product Development and Product Life-Cycle Strategies . Pricing: Understanding and Capturing Customer Value . Pricing Strategies. Marketing Channels: Delivering Customer Value . Retailing and Wholesaling . Communicating Customer Value: Integrated Marketing Communications Strategy. Advertising and Public Relations . Personal Selling and Sales Promotion . Direct and Online Marketing: Building Direct Customer Relationships . Extending Marketing . Creating Competitive Advantage . The Global Marketplace. Sustainable Marketing: Social Responsibility and Ethics . . -- Defining Marketing and the Marketing Marketing: Creating and Capturing What Is Marketing? Marketing Defined The Marketing Process 5 Understanding the Marketplace and Customer Customer Needs, Wants, and Demands Market Offerings— Products, Services, and Experiences Customer Value and Satisfaction Exchanges and Relationships Markets 7 Designing a Customer-Driven Marketing Strategy Selecting Customers to Serve Choosing a Value Proposition Marketing Management Orientations Preparing an Integrated Marketing Plan and Building Customer Relationships Customer Relationship Management The Changing Nature of Customer Relationships 16 1 Partner Relationship Management Capturing Value from Customers Creating Customer Loyalty and Retention I Growing Share Building Customer Equity The Changing Marketing Landscape The Digital I Rapid Globalization The Call for More Ethics and Social Responsibility The Growth of Not-for-Profit Marketing Company and Marketing Strategy: Partnering to Build Customer Relationships Companywide Strategic Planning: Defining Market-Oriented Mission I Setting Company Objectives and Goals I Designing the Business Portfolio Marketing: Partnering to Build Customer Managing the Marketing Effort Marketing Analysis , Marketing Planning. Marketing Implementation. Marketing Department Organization. Marketing Control. Measuring and Managing Return on Marketing Investment. Understanding the Marketplace And Consumers Analyzing the Marketing Environment. The Company's Microenvironment. The Company .Suppliers. Marketing The Company's Macroenvironment . Political and Social Environment. Cultural Environment . Responding to the Marketing Environment. Reviewing Objectives. Discussing & Applying the Managing Marketing Information Marketing Research
| Item type | Home library | Shelving location | Call number | Status | Date due | Barcode |
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Reference Books
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MIIMLIBRARY | RACK -REF 1 | 658.8 (Browse shelf) | Not for loan | 1337 |
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