Książki

For Principles of Marketing courses that require a comprehensive text.   Help students learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia. It helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers in Asia who make products and brands an integral part of their daily lives.   To help students in Asia understand how to create value and build customer relationships, the Asian Perspective presents fundamental marketing information within an innovative customer-value framework.   This textbook makes learning about and teaching Asian marketing easier and more exciting for both students and instructors by providing a variety of vignettes, up-to-date corporate examples, and relevant case studies. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Principles of Marketing, An Asian Perspective

• Copyright


• Brief Contents


• Contents


• About the Authors


• About the Book


• Preface


• Acknowledgements


• Marketing: Managing Profitable Customer Relationships


• What is Marketing?


• Marketing Defined


• The Marketing Process


• Understanding the Marketplace and Customer Needs


• Customer Needs, Wants, and Demands


• Market Offerings?Products, Services, and Experiences


• Customer Value and Satisfaction


• Exchanges and Relationships


• Markets


• Designing a Customer-Driven Marketing Strategy


• Selecting Customers to Serve


• Choosing a Value Proposition


• Marketing Management Orientations


• Preparing an Integrated Marketing Plan and Program


• Building Customer Relationships


• Customer Relationship Management


• The Changing Nature of Customer Relationships


• Partner Relationship Management


• Capturing Value from Customers


• Creating Customer Loyalty and Retention


• Growing Share of Customer


• Building Customer Equity


• The Changing Marketing Landscape


• The Digital Age


• Rapid Globalization


• Sustainable Marketing?The Call for More Ethics and Social Responsibility


• The Growth of Not-for-Profit Marketing


• So, What is Marketing? Pulling It All Together


• Reviewing Objectives and Key Terms


• Key Terms


• Discussing the Concepts


• Applying the Concepts


• Focus on Technology


• Focus on Ethics


• Marketing & the Economy


• Marketing by the Numbers


• Video Case: Stew Leonard?s


• Company Case: McDonald?s in the Philippines: Stung by the Bee


• Company and Marketing Strategy: Partnering to Build Customer Relation