Marketing management: an asian perspective
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Singapore [u.a.]
Prentice Hall
1999
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 904 S. graph. Darst. |
| ISBN: | 0130109800 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing management |b an asian perspective |c Philip Kotler ... |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Singapore [u.a.] |b Prentice Hall |c 1999 | |
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Datensatz im Suchindex
| _version_ | 1804128177700732928 |
|---|---|
| adam_text | About the Authors x
Preface xii
Part I Understanding Marketing Management
1. Assessing Marketing s Critical Role in Organizational Performance 1
Doing Business in the Global Economy 2
The Core Concepts of Marketing 8
Marketing Management 16
Company Orientations Toward the Marketplace 17
The Rapid Adoption of Marketing Management 33
Summary 34
Concept Applications 35
Notes 36
2. Building Customer Satisfaction Through Quality, Service, and Value 38
Defining Customer Value and Satisfaction 39
Delivering Customer Value and Satisfaction 45
Attracting and Retaining Customers 48
Customer Profitability: The Ultimate Test 53
Implementing Total Quality Marketing 55
Summary 59
Concept Applications 63
Notes 64
3. Winning Markets Through Market Oriented Strategic Planning 66
The Nature of High Performance Businesses 68
Corporate and Division Strategic Planning 72
Business Strategic Planning 87
The Marketing Process 97
Product Planning: The Nature and Contents of a Marketing Plan 104
iii
The Shape of Marketing Planning in the 21st Century 112
Summary 113
Concept Applications 114
Notes 116
Part II Analyzing Marketing Opportunities
4. Managing Marketing Information and Measuring Market Demand 118
What Is a Marketing Information System? 121
Internal Records System 121
Marketing Intelligence System 124
Marketing Research System 125
Marketing Decision Support System 142
An Overview of Forecasting and Demand Measurement 144
Estimating Current Demand 150
Estimating Future Demand 152
Summary 155
Concept Applications 156
Notes 157
5. Scanning the Marketing Environment 158
Analyzing Needs and Trends in the Macroenvironment 159
Identifying and Responding to the Major Macroenvironment Forces 161
Summary 181
Concept Applications 182
Notes 183
6. Analyzing Consumer Markets and Buying Behavior 184
A Model of Consumer Behavior 185
Major Factors Influencing Buying Behavior 186
The Buying Process 206
Summary 215
Concept Applications 215
Notes 216
7. Analyzing Business Markets and Business Buying Behavior 219
What Is Organizational Buying? 220
Institutional and Government Markets 236
Asian Business Markets 237
Summary 238
Concept Applications 239
Notes 240
iv CONTENTS
8. Analyzing Industries and Competitors 242
Identifying Competitors 244
Identifying Competitors Strategies 248
Determining Competitors Objectives 251
Assessing Competitors Strengths and Weaknesses 251
Estimating Competitors Reaction Patterns 253
Designing the Competitive Intelligence System 255
Selecting Competitors to Attack and Avoid 256
Balancing Customer and Competitor Orientations 258
Summary 261
Concept Applications 261
Notes 263
9. Identifying Market Segments and Selecting Target Markets 264
Market Segmentation 265
Market Targeting 283
Summary 290
Concept Applications 291
Notes 292
Part III Developing Marketing Strategies
10. Differentiating and Positioning the Market Offering 294
Tools for Competitive Differentiation 295
Developing a Positioning Strategy 307
Communicating the Company s Positioning 311
Summary 312
Concept Applications 312
Notes 313
11. Developing New Products 315
Challenges in New Product Development 31 1
Effective Organizational Arrangements 321
Managing the New Product Development Process 324
Idea Generation 324
Idea Screening 329
Concept Development and Testing 331
Marketing Strategy Development 334
Business Analysis 334
CX)NTENTS V
Product Development 338
Market Testing 338
Commercialization 340
The Consumer Adoption Process 342
New Product Development in Asia 346
The Future 348
Summary 350
Concept Applications 351
Notes 352
12. Managing Life Cycle Strategies 354
The Product Life Cycle 355
Marketing Strategies Throughout the PLC 359
Summary and Critique of the Product Life Cycle Concept 371
Market Evolution 371
Summary 373
Concept Applications 374
Notes 375
13 Designing Marketing Strategies for Market Leaders, Challengers,
Followers, and Nichers 377
Market Leader Strategies 378
Market Challenger Strategies 392
Market Follower Strategies 401
Market Mcher Strategies 402
Summary 405
Concept Applications 405
Notes 406
14. Designing and Managing Global Marketing Strategies 408
Deciding Whether to Go Abroad 411
Deciding Which Markets to Enter 412
Deciding How to Enter the Market 418
Deciding on the Marketing Program 427
Deciding on the Marketing Organization 435
Global Marketing: An Asian Perspective 438
Summary 440
Concept Applications 441
Notes 444
vi CONTENTS
Part IV Planning Marketing Programs
15. Managing Product Lines, Brands, and Packaging 446
What Is a Product? 447
Product Mix Decisions 453
Product Line Decisions 454
Brand Decisions 460
Packaging and Labeling Decisions 485
Summary 488
Concept Applications 489
Notes 489
16. Managing Service Businesses and Product Support Services 492
Nature and Classification of Services 493
Characteristics of Services and Their Marketing Implications 495
Marketing Strategies for Service Firms 498
Managing Product Support Services 513
Service Marketing: An Asian Perspective 516
Summary 516
Concept Applications 517
Notes 518
17. Designing Pricing Strategies and Programs 520
Setting the Price 521
Adapting the Price 537
Initiating and Responding to Price Changes 543
Summary 550
Concept Applications 551
Notes 554
18. Selecting and Managing Marketing Channels 555
What Are Marketing Channels? 556
Channel Design Decisions 564
Channel Management Decisions 570
Channel Dynamics 576
Channel Cooperation, Conflict, and Competition 579
Distribution in Asia 584
Summary 590
Concept Applications 591
Notes 591
CXINTENTS vii
L9 Managing Retailing, Wholesaling, and Market Logistics 593
Retailing 594
Wholesaling 614
Market Logistics 623
Summary 632
Concept Applications 633
Notes 635
20. Designing and Managing Integrated Marketing Communications 637
The Communication Process 639
Developing Effective Communications 641
Summary 669
Concept Applications 670
Notes 671
21. Managing Advertising, Sales Promotion, and Public Relations 673
Developing and Managing an Advertising Program 674
Setting the Advertising Objectives 675
Deciding on the Advertising Budget 678
Choosing the Advertising Message 679
Social Responsibility Review 683
Deciding on the Media 686
Evaluating Advertising Effectiveness 700
Advertising Effectiveness: A Summary of Current Research 703
Sales Promotion 704
Public Relations 714
Summary 721
Concept Applications 723
Notes 724
22. Managing the Sales Force 726
Designing the Sales Force 727
Managing the Sales Force 735
Principles of Personal Selling 748
Summary1 761
Concept Applications 762
Notes 763
23. Managing Direct and Online Marketing 765
The Growth and Benefits of Direct Marketing 766
Customer Databases and Direct Marketing 769
Major Channels for Direct Marketing 772
viii CONTENTS
Marketing in the 21st Century: Online Marketing 780
The Growing Use of Integrated Direct Marketing 784
Public and Ethical Issues in the Use of Direct Marketing 786
Summary 788
Concept Applications 788
Notes 789
Part V Managing the Marketing Effort
24. Organizing, Implementing, Evaluating, and Controlling Marketing
Activities 791
Company Organization 792
Marketing Organization 792
Marketing Implementation 812
Controlling Marketing Activity 813
Summary 835
Concept Applications 837
Notes 839
Appendix: Ad Exhibits 841
Name Index 853
Company/Brand Index 861
Si bject Index 870
CONTENTS ix
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| indexdate | 2024-07-09T18:45:06Z |
| institution | BVB |
| isbn | 0130109800 |
| language | English |
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| spelling | Marketing management an asian perspective Philip Kotler ... 2. ed. Singapore [u.a.] Prentice Hall 1999 XVI, 904 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Management Marketing Asia Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Asien Asien (DE-588)4003217-6 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Asien (DE-588)4003217-6 g Internationales Marketing (DE-588)4125431-4 s Marketingmanagement (DE-588)4168907-0 s DE-604 Kotler, Philip 1931- Sonstige (DE-588)121409600 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009138275&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing management an asian perspective Marketing Management Marketing Asia Management Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4168907-0 (DE-588)4003217-6 (DE-588)4522595-3 |
| title | Marketing management an asian perspective |
| title_auth | Marketing management an asian perspective |
| title_exact_search | Marketing management an asian perspective |
| title_full | Marketing management an asian perspective Philip Kotler ... |
| title_fullStr | Marketing management an asian perspective Philip Kotler ... |
| title_full_unstemmed | Marketing management an asian perspective Philip Kotler ... |
| title_short | Marketing management |
| title_sort | marketing management an asian perspective |
| title_sub | an asian perspective |
| topic | Marketing Management Marketing Asia Management Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Marketing Asia Management Internationales Marketing Marketingmanagement Asien Fallstudiensammlung |
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