STUDENT COLLECTION-TERM I - BOOK BASE 12325 - 28/06/2013

Preface
Acknowledgments
PART 1 Understanding Marketing Management

Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans

PART 2 Assessing Market Opportunities and Customer Value

Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research
Creating Customer Value and Customer Relationships
Analyzing Consumer Markets
Analyzing Business Markets

PART 3 Choosing Value

Identifying Market Segments and Targets
Competitive Dynamics
Crafting the Brand Positioning
Creating Brand Equity

PART 4 Designing Value

Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs

PART 5 Delivering Value

Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics

PART 6 Communicating Value

Designing and Managing Integrated Marketing Communications
Managing Mass Communications
Managing Personal Communications

PART 7 Sustaining Growth and Value

Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization for the Long Run


Appendix: Sonic Marketing Plan
Endnotes
Glossary
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index

Salient Features

Brand new chapter-opening vignettes that can serve as great classroom discussion starters
Updated and revised Marketing Memo and Marketing Insight boxes that provide in-depth insights into the practical aspects of marketing and discuss the challenges and opportunities unique to rural markets in South Asia
Many new in-text cases, in addition to Marketing Excellence cases at the end of each chapter
Dramatic changes in the current marketing environment addressed through subsections on issues such as marketing during economic downturns, the rise of sustainability and “green” marketing, and the increasing role of digital media in marketing
Reorganized material to focus on customer value as the central theme of the South Asian edition
Focus on holistic marketing—the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today's marketing environment
Powerful teaching and learning support through a detailed instructors' manual, PowerPoint lecture slides, and test-item files



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Marketing Management is the leading marketing text because it consistently reflects changes in marketing theory and practice. The fourteenth edition of Marketing Management: A South Asian Perspective preserves many of the distinguishing features of the past editions and, at the same time, provides revised and updated content from the global as well as local context.