TY  - GEN
AU  - Kotler, Philip.
AU  - Keller, Kevin Lane ; 
AU  - Koshy, Abraham; 
AU  - Jha, Mithileswar.
TI  - Marketing management : a South Asian perspective
SN  - 9788131767160
U1  - 658.8 
PY  - 2013///
CY  -  Delhi
PB  - Pearson Education
KW  - Marketing Management
N1  - 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
N2  - 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.
ER  -