Marketing in Asia / Roger A. Kerin, Lau Geok Theng, Steven W. Hartley, William Rudelius.

By: Kerin, Roger A [author]
Contributor(s): Theng, Lau Geok [author] | Hartley, Steven W [author] | Rudelius, William [author]
Language: English Publisher: New York, NY : McGraw-Hill Education [2015]Copyright date: c2015Edition: Third edition, Asia GlobalDescription: xlix, 812 pages : color illustrations; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9789814595032DDC classification: 658.8
Contents:
Creating customer relationships and value through marketing -- Developing successful marketing and organizational strategies -- Appendix A building and effective marketing plan -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Marketing research: from customer insights to actions -- Segmenting, positioning, and forecasting markets -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Adverting, sales promotion, and public relations -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Puling it all together: the strategic marketing process -- appendix C planning a career in marketing -- Appendix D Supplementary cases.
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Item type Current location Home library Call number Status Date due Barcode Item holds
BOOK BOOK COLLEGE LIBRARY
COLLEGE LIBRARY
SUBJECT REFERENCE 		658.8 K455 2015 (Browse shelf) Available CITU-CL-47554
Total holds: 0
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658.8 K243 1995 Marketing / 658.8 K455 2004 Marketing : the core / 658.8 K455 2009 Marketing / 658.8 K455 2015 Marketing in Asia / 658.8 K848 1983 Principles of marketing / 658.8 K848 1989 Principles of marketing / 658.8 K848 1996 Principles of marketing /

Includes bibliographical references and indexes.

Creating customer relationships and value through marketing --
Developing successful marketing and organizational strategies --
Appendix A building and effective marketing plan --
Scanning the marketing environment --
Ethical and social responsibility in marketing --
Understanding consumer behavior --
Understanding organizations as customers --
Understanding and reaching global consumers and markets --
Marketing research: from customer insights to actions --
Segmenting, positioning, and forecasting markets --
Developing new products and services --
Managing products and brands --
Managing services --
Building the price foundation --
Arriving at the final price --
Appendix B financial aspects of marketing --
Managing marketing channels and wholesaling --
Integrating supply chain and logistics management --
Retailing --
Integrated marketing communications and direct marketing --
Adverting, sales promotion, and public relations --
Personal selling and sales management --
Implementing interactive and multichannel marketing --
Puling it all together: the strategic marketing process --
appendix C planning a career in marketing --
Appendix D Supplementary cases.

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