MARKETING MANAGEMENT：AN ASIAN PERSPECTIVE （THIRD EDITION）PDF电子书下载

PART 1. Understanding Marketing Management 1

1. Defining Marketing for the Twenty-First Century 1

2. Adapting Marketing to the New Economy 33

3. Building Customer Satisfaction, Value, and Retention 55

PART 2. Analyzing Marketing Opportunities 84

4. Winning Markets Through Market-Oriented Strategic Planning 84

5. Gathering Information and Measuring Market Demand 116

6. Scanning the Marketing Environment 146

7. Analyzing Consumer Markets and Buyer Behavior 170

8. Analyzing Business Markets and Business Buying Behavior 204

9. Dealing with the Competition 228

10. Identifying Market Segments and Selecting Target Markets 268

PART 3. Developing Market Strategies 296

11. Positioning and Differentiating the Market Offering Through the Product Life Cycle 296

12. Developing New Market Offerings 337

13. Designing Global Market Offerings 374

PART 4. Shaping the Market Offering 408

14. Setting the Product and Branding Strategy 408

15. Designing and Managing Services 453

16. Developing Price Strategies and Programs 485

PART 5. Managing and Delivering Marketing Programs 521

17. Designing and Managing Value Networks and Marketing Channels 521

18. Managing Retailing, Wholesaling, and Market Logistics 556

19. Managing Integrated Marketing Communications 594

20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing 628

21. Managing the Sales Force 680

22. Managing the Total Marketing Effort 713

Name Index 755

Company/Brand Index 755

Subject Index 758