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PRINCIPLES OF MARKETING: A SOUTH ASIAN PERSPECTIVE (NEW EDIT) 13e(pb)2010
Author: KOTLER
ISBN: 9788131731017
Year: 2010
Publisher: PEARSON EDUCATION ASIA
Category: BUSINESS  >-- MARKETING & SALES  >-- MARKETING & SALES/ CUSTOMER CARE Untitled Document
Edition: 13
Format: Paperback
Language: English
Pages: 514
 ABOUT THE TITLE
Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. With its interactive design and in-depth, real-world examples and cases, the South Asian edition of Principles of Marketing helps students learn how to create customer value, target the correct market, and build customer relationships.

• An interactive and student-friendly layout with annotated chapter-opening stories and figures, chapter outlines, explanatory author comments, and high-quality images facilitates understanding and eases learning
• Chapter-opening vignettes and real marketing boxes provide insights into real marketing practices in the Indian subcontinent and in the global context
• Coverage of new developments and topics such as sustainable marketing, blogs, and online communities and networks to explain how today’s marketers can make the brand a meaningful part of consumers’ lives
• Emphasis on the quantitative aspects of marketing through end-of-chapter exercises and Appendix 2: Marketing by the Numbers
• Insights into markets and marketing in the Indian subcontinent, including examples and cases from India, Pakistan, Bangladesh, and Sri Lanka, and an appendix on rural marketing
• A valuable learning package comprising the instructor’s manual, instructor’s PowerPoints, students’ PowerPoints, and mymarketinglab

Author: Philip Kotler / Gary Armstrong / Prafulla Y. Agnihotri and Ehsan ul Haque
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 TABLE OF CONTENTS
Part I: Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part II: Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part III: Designing a Customer-Driven Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
9. New-Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships
Part IV: Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
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