Marketing Management: An Asian Perspective(6版)

　　Marketing Management: An Asian Perspective, 6/E boasts a host of new features and continues with the key factors that have made the earlier editions successful.

　　1.Provide an Asian perspective:Asian marketing concepts and applications such as Islamic marketing, guanxi and chaelbolwill be introduced in this edition. The balanced mix of Asian and International examples and cases are featured so that students are able to better relate to the concepts that are illustrated with case studies and examples closer to home, helping them learn faster and better.

　　2.Unique features in helping students to learn better: A conceptual mindmap at the end of each chapter will help students see the links amongst various concepts and get the big picture. In addition, a beefed-up summary which includes key diagrams, examples and even photos will serve to consolidate the student’s knowledge and is a speedy revision tool.

　　3.Interactive learning on MyMarketingLab (MML):The online tutorial and assessment platform offers a wealth of hands-on activities and exercises that let students learn interactively, engaging and coaching them to becoming better marketers.

作者簡介

Philip Kotler

　　現職：Northwestern University

Kevin Lane Keller

　　現職：Darthmouth College

Ang Swee Hoon

　　現職：National University of Singapore

Leong Siew Meng

　　現職：National University of Singapore

Tan Chin Tiong

　　現職：Singapore Management University 

PART Ⅰ: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the 21st Century
Ch 2 Developing Marketing Strategies and Plans

PART Ⅱ: CAPTURING MARKETING INSIGHTS
Ch 3 Gathering Information and Scanning the Environment
Ch 4 Conducting Marketing Research and Forecasting Demand

PART Ⅲ: CONNECTING WITH CUSTOMERS
Ch 5 Creating Customer Value, Satisfaction, and Loyalty
Ch 6 Analyzing Consumer Markets
Ch 7 Analyzing Business Markets
Ch 8 Identifying Market Segments and Targets

PART Ⅳ: BUILDING STRONG BRANDS
Ch 9 Creating Brand Equity
Ch 10 Crafting the Brand Positioning
Ch 11 Competitive Dynamics

PART Ⅴ: SHAPING THE MARKET OFFERINGS
Ch 12 Setting Product Strategy
Ch 13 Designing and Managing Services
Ch 14 Developing Pricing Strategies and Programs

PART Ⅵ: DELIVERING VALUE
Ch 15 Designing and Managing Marketing Channels and Value Networks
Ch 16 Managing Retailing, Wholesaling, and Logistics

PART Ⅶ: COMMUNICATING VALUE
Ch 17 Designing and Managing Integrated Marketing Communications
Ch 18 Managing Mass Communications: Advertising, Sales Promotions, Events and
Public Relations
Ch 19 Managing Personal Communications: Direct Marketing and Personal Selling

PART Ⅷ: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch 20 Introducing New Market Offerings
Ch 21 Tapping into Global Markets
Ch 22 Managing a Holistic Marketing Organization