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Principles of Marketing : A South Asian Perspective by Philip Kotler Principles of Marketing : A South Asian Perspective by Philip Kotler
     
 
About Principles of Marketing : A South Asian Perspective by Philip Kotler

Book Summary of Principles of Marketing : A South Asian Perspective by Philip Kotler

Winner of the First Prize for Excellence in Book Production for the year 2010 in the category of College Textbooks (English) awarded by The Federation of Indian Publishers

Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. With its interactive design and in-depth, real-world examples and cases, the South Asian edition of Principles of Marketing helps students learn how to create customer value, target the correct market, and build customer relationships.

Features of Principles of Marketing : A South Asian Perspective by Philip Kotler

    * An interactive and student-friendly layout with annotated chapter-opening stories and figures, chapter outlines, explanatory author comments, and high-quality images facilitates understanding and eases learning
    * Chapter-opening vignettes and real marketing boxes provide insights into real marketing practices in the Indian subcontinent and in the global context
    * Coverage of new developments and topics such as sustainable marketing, blogs, and online communities and networks to explain how today’s marketers can make the brand a meaningful part of consumers’ lives
    * Emphasis on the quantitative aspects of marketing through end-of-chapter exercises and Appendix 2: Marketing by the Numbers
    * Insights into markets and marketing in the Indian subcontinent, including examples and cases from India, Pakistan, Bangladesh, and Sri Lanka, and an appendix on rural marketing
    * A valuable learning package comprising the instructor’s manual, instructor’s PowerPoints, students’ PowerPoints, and mymarketinglab

Contents of Book Summary of Principles of Marketing : A South Asian Perspective by Philip Kotler

Part I: Defining Marketing and the Marketing Process

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Part II: Understanding the Marketplace and Consumers

  • Analyzing the Marketing Environment
  • Managing Marketing Information to Gain Customer Insights
  • Consumer Markets and Consumer Buyer Behavior
  • Business Markets and Business Buyer Behavior


Part III: Designing a Customer-Driven Strategy and Mix

  • Customer-Driven Marketing Strategy: Creating Value for Target Customers
  • Products, Services, and Brands: Building Customer Value
  • New-Product Development and Product Life-Cycle Strategies
  • Pricing: Understanding and Capturing Customer Value
  • Pricing Strategies
  • Marketing Channels: Delivering Customer Value
  • Retailing and Wholesaling
  • Communicating Customer Value: Integrated Marketing Communications Strategy
  • Advertising and Public Relations
  • Personal Selling and Sales Promotion
  • Direct and Online Marketing: Building Direct Customer Relationships


Part IV: Extending Marketing

  • Creating Competitive Advantage
  • The Global Marketplace
  • Sustainable Marketing: Social Responsibility and Ethics
 
Author  :  Philip Kotler , Prafulla Y. Agnihotri , Ehsan Ul Haque , Gary Armstrong
Category  :  MBA Books
Publisher  :  Pearson
Price  :  Rs.575/-
 

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