Marketing Management : A South Asian Perspective

Product Description

The South Asian edition of Marketing Management remains the bestselling textbook in the field because it continues to reflect the latest changes in marketing theory and practice. Retaining the original frameworks and concepts so vital to the book, this edition presents a contextually relevant text for students of the subcontinent by incorporating South Asian case studies and examples.

NEW – Rural marketing memos in each chapter that provide tips and suggestions at all stages of marketing to rural customers, as well as directions in dealing with various marketing decisions
NEW – A South Asian perspective through new cases from South Asian countries that discuss a variety of aspects, including the socioeconomic characteristics of urban and rural consumers, demographics, and sociocultural nuances
NEW – Access to the cases of all the international versions of Marketing Management including USA, China, Middle East, Europe, Africa, Australia, and Canada
NEW – Cases on the companion Web site comprising teaching tips, take-home assignments, discussion, multiple-choice, and role-play questions
NEW – Breakthrough marketing boxes to highlight innovative and insightful marketing accomplishments by leading organizations

PART I: Understanding Marketing Management

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

PART II: Capturing Marketing Insights

Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand

PART III: Connecting with Customers

Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets

PART IV: Building Strong Brands

Dealing with Competition
Creating Brand Equity
Crafting the Brand Positioning

PART V: Shaping the Market Offerings

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

PART VI: Delivering Value

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

PART VII: Communicating Value

Designing and Managing Integrated Marketing
Managing Mass Communications: Advertising, Sales
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

PART VIII: Creating Successful Long-Term Growth

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

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at Dartmouth College. Abraham Koshy is a Professor of Marketing at the Indian Institute of Management Ahmedabad. Mithileshwar Jha is a Professor of Marketing at the Indian Institute of Management Bangalore.