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Principles of marketing a global perspective

Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts whether international or from within Asia that are pre...

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Bibliographic Details
Main Authors: Kotler, Philip (Author), Armstrong, Gary (Gary M.) (Author), Ang, Swee Hoon (Author), Leong, Siew Meng (Author), Tan, Chin Tiong (Author), Yau, Oliver Hon-Ming (Author)
Format: Book
Language:English
Published: Singapore Pearson [2009]
Subjects:
Marketing
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Table of Contents:
  • Marketing: managing profitable customer relationships
  • Company and marketing strategy: partnering to build customer relationship
  • The marketing environment
  • Managing marketing information
  • Consumer markets and consumer buyer behavior
  • Business markets and business buyer behavior
  • Customer-driven marketing strategy: creating value for target customers
  • Product, services, and branding strategy
  • New-product development and product life-cycle strategies
  • Pricing products: understanding and capturing customer value
  • Pricing products: pricing strategies
  • Marketing channels and supply chain management
  • 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
  • Creating competitive advantage
  • The global marketplace
  • Marketing ethics and social responsibility

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