Marketing Management, An Asian Perspective

Part 1. Understanding Marketing Management   1. Defining Marketing for the New Realities   2. Developing Marketing Strategies and Plans   Part 2. Capturing Marketing Insights   3. Collecting Information and Forecasting Demand   4. Conducting Marketing Research   Part 3. Connecting with Customers   5. Creating Long-term Loyalty Relationships   6. Analyzing Consumer Markets   7. Analyzing Business Markets   8. Tapping into Global Markets   Part 4. Building Strong Brands   9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity   12. Meeting Competition and Driving Growth   Part 5. Shaping the Market Offerings   13. Setting Product Strategy   14. Designing and Managing Services   15. Introducing New Market Offerings   16. Developing Pricing Strategies and Programs   Part 6. Delivering Value   17. Designing and Managing Integrated Marketing Channels   18. Managing Retailing, Wholesaling, and Logistics   Part 7. Communicating Value   19. Designing and Managing Integrated Marketing Communications   20. Managing Digital Communications: Online, Social Media and Mobile Marketing   21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations   22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling   Part 8. Managing the Marketing Organization   23. Conducting Marketing Responsibly for Long-Term Success