Marketing Management: a South Asian Perspective / / by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha

Includes Glossary and Indexes.

Understanding Marketing Management. Definition - developing Marketing strategies plans Assessing Market Opportunities and Customer Value. Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research - Creating Customer Value - Analyzing Consumer Markets - Analyzing Business Markets Coosing Value. Identifying Market Segments and Targets - Compititive Dynamics - Crafting the Brand Position - Creating Brand Equity Designing Value. Setting Product Strategy - Designing and Managing Services - Developing Pricing Strategies and Programs Delivering Value. Designing and Managing Integrated Marketing Channels - Managing Retailing, Wholesaling, and Logistics. Communicating Value. Designing and Managing Integrated Marketing Communications - Managing Mass Communication - Managing Personal Communications Sustaining Growth and Value. Introducing New Market Offerings - Tapping into Global Markets - Managing a Holistic Marketing Organisation for the Long Run.