Marketing management in China:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore
Pearson Prentice Hall
c2009
|
| Schriftenreihe: | Pearson one
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | lvi, 625 p. col. ill. 28 cm |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV036694233 | ||
| 003 | DE-604 | ||
| 005 | 20200610 | ||
| 007 | t | ||
| 008 | 100929s2009 a||| |||| 00||| eng d | ||
| 015 | |a GBA8C5406 |2 dnb | ||
| 020 | |z 9789810679972 |9 9789810679972 | ||
| 020 | |z 9810679971 |9 9810679971 | ||
| 035 | |a (OCoLC)262252195 | ||
| 035 | |a (DE-599)BVBBV036694233 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-2070s | ||
| 082 | 0 | |a 658.800951 |2 22 | |
| 100 | 1 | |a Kotler, Philip |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing management in China |c Philip Kotler, Kevin Lane Keller, Taihong Lu |
| 264 | 1 | |a Singapore |b Pearson Prentice Hall |c c2009 | |
| 300 | |a lvi, 625 p. |b col. ill. |c 28 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Pearson one | |
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing / China / Management | |
| 700 | 1 | |a Keller, Kevin Lane |d 1956- |e Sonstige |0 (DE-588)132842920 |4 oth | |
| 700 | 1 | |a Lu, Taihong |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020612808&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-020612808 | ||
Datensatz im Suchindex
| _version_ | 1804143330392539136 |
|---|---|
| adam_text | BRIEF CONTENTS
XXXVII
List of Cases by Industry
Preface xli
About the Book xlvii
Acknowledgment Iv
Part I: Recognizing the Bases for Marketing Management
Chapter 1: Understanding Marketing for the 21st Century 002
Chapter 2: Examining the Infrastructure for Marketing Management
032
Part II: Assessing Market Orientation and Customer Value 064
Chapter 3: Scanning the Marketing Environment and Capturing Markets 066
Chapter 4: Creating Customer Value and Customer Relationship 094
Chapter 5: Analyzing Consumer Markets 128
Chapter 6: Analyzing Business Markets 162
Part III: Choosing Value 188
Chapter 7: Identifying Market Segments and Targets 190
Chapter 8: Creating Positioning and Dealing with Competition 216
Chapter 9: Building Brand Equity 250
Part IV: Offering Value 282
Chapter 10: Setting Product Strategy 284
Chapter 11: Designing and Managing Services 316
Chapter 12: Developing Pricing Strategies and Programs 342
PartV: Delivering Value 372
Chapter 1 3: Designing and Managing Integrated Marketing Channels
Chapter 14: Managing Retailing, Wholesaling, and Logistics 400
374
Part VI: Communicating Value 430
Chapter 1 5: Designing and Managing Integrated Marketing Communications 432
Chapter 16: Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences, and Public Relations 460
Chapter 17: Managing Personal Communications: Direct and Interactive Marketing,
Word-of-Mouth, and Personal Selling 490
Part VII: Creating Lasting Growth and Value 522
Chapter 18: Managing Transformation Marketing 524
Chapter 19: Managing Marketing in the New World 554
Appendix The Evolution of Marketing Management
Glossary 601
Credits 609
Index 611
591
CONTENTS
List of Cases by Industry xxxvii
Preface xli
About the Book xlvii
Acknowledgment Iv
PART I Recognizing the Bases for Marketing Management
Chapter 1 Understanding Marketing for the 21st Century 2
The Importance and Scope of Marketing 4
The Importance of Marketing 4
MARKETING INSIGHT: Improve CMO Success 5
The Scope of Marketing 6
MARKETING IN CHINA: Hong Kong s Independent Commission
Against Corruption (ICAC) 8
The Marketing Philosophy 10
The Production-Oriented 10
The Product-Oriented 10
The Selling-Oriented 11
The Marketing-Oriented 11
The Holistic Marketing-Oriented 11
The Core Concepts of Marketing 15
Needs, Wants and Demands 15
Exchange and Transactions 16
Target Markets, Positioning, and Segmentation 16
Offerings and Brands 17
Value and Satisfaction 17
Marketing Channels 17
Supply Chain 18
Competition 18
Marketing Environment 18
Dynamic Marketing Management 18
Transformation Marketing 18
MARKETING IN CHINA: The Transformation of Amway in China 22
Marketing Management Tasks 25
CHAPTER CASE: Coca-Cola 27
Chapter Summary 28
Marketing Discussion 29
Chapter 2 Examining the Infrastructure for Marketing Management 32
Marketing Management Systems 34
Marketing Strategic System 35
Marketing Integrated Tactical System 35
Developing Marketing Strategy 36
Core Competencies 36
MARKETING INSIGHT: Becoming a Vigilant Organization 39
Corporate Division and Strategic Planning 39
Business Unit Strategic Planning 43
The Nature and Contents of a Marketing Plan 46
Marketing Information System 47
Internal Records 47
MARKETING IN CHINA: Taobao (Alibaba) 48
Marketing Intelligence System 51
MARKETING INSIGHT: Challenges of Market Research in China 52
Marketing Research System 52
CHAPTER CASE: Budweiser 59
Chapter Summary 60
Marketing Discussion 61
PART II Assessing Market Orientation and Customer Value 64
Chapter 3 Scanning the Marketing Environment and Capturing Markets 66
Analyzing Macroenvironment 68
Natural Environment 68
Demographic Environment 69
Economic Environment 74
INNOVATIVE MARKETING: Hong Kong s Free Travel Seizes Market
Opportunity 76
Socio-Cultural Environment 78
Technological Environment 79
Political-Legal Environment 80
Forecasting and Demand Measurement 80
MARKETING IN CHINA: Characteristics of China s Transforming Market 81
Which Market to Measure? 82
Demand Measurement 83
Company Demand and Sales Forecast 84
Estimating Current Demand 84
Estimating Future Demand 86
MARKETING IN CHINA: China s Emergent Middle Class 87
Market Evolution 88
Growth 89
Maturity 89
CHAPTER CASE: Vanke Group Ltd. 90
Chapter Summary 92
Marketing Discussion 92
Chapter 4 Creating Customer Value and Customer Relationship 94
Marketing and Customer Value 96
The Value Delivery Process 96
A Holistic Marketing Orientation and Customer Value 97
MARKETING INSIGHT: The Value Chain 98
INNOVATIVE MARKETING: Hewlett Packard Co. vs Dell Inc. 99
Defining Customer Value and Satisfaction 101
MARKETING IN CHINA: How Warner Coped with China s Pirate
DVD Market 106
Cultivating Customer Relationships 109
Five Levels of Relationship Marketing 109
Customer Relationship Management 109
Attracting, Retaining, and Growing Customers 111
Forming Strong Customer Bonds 113
Building Customer Equity 115
Customer Profit Ability 116
Maximizing Customer Lifetime Value 117
Brand Equity and Customer Equity 118
MARKETING INSIGHT: Winning Back Lost Customers 119
Customer Databases and Database Marketing 120
Data Warehouses and Data Mining 120
The Downside of Database Marketing and CRM 121
CHAPTER CASE: Yum! China 122
Chapter Summary 124
Marketing Discussion 124
Chapter 5 Analyzing Consumer Markets 128
What Influences Consumer Behavior? 130
INNOVATIVE MARKETING: IKEA 130
Cultural Factors 131
Social Factors 132
Personal Factors 134
MARKETING IN CHINA: The One-Child Generation 135
Key Psychological Processes 138
Motivation 138
MARKETING IN CHINA: Transition of the Female Social Role in China 139
Perception 141
Learning 142
Memory 142
MARKETING INSIGHT: Numerology on Chinese Behavior 144
The Buying Decision Process: The Five-Stage Model 146
Problem Recognition 146
Information Search 146
Evaluation of Alternatives 147
Purchase Decisions 148
Postpurchase Behavior 149
Other Theories of Consumer Decision Making 150
Level of Consumer Involvement 150
Decision Heuristics and Biases 151
Mental Accounting 151
Profiling the Customer Buying Decision Process 151
The Consumer Adoption Process 151
MARKETING INSIGHT: How Consumers Really Make Decisions 152
Stages in the Adoption Process 152
Factors Influencing the Adoption Process 153
CHAPTER CASE: Tide in China (P G)—Diao s challenge 155
Chapter Summary 158
Marketing Discussion 158
Chapter 6 Analyzing Business Markets 162
What is Organizational Buying? 164
The Business Market Versus the Consumer Market 164
MARKETING INSIGHT: Big Sales to Small Business 166
Institutional and Organizational Markets 166
Buying Situations 168
Systems Buying and Selling 169
Participants in the Business Buying Process 169
The Buying Center 170
Buying Center Influences 171
Buying Center Targeting 171
Stages in the Business Buying Process 172
Problem Recognition 172
MARKETING IN CHINA: Tetra Pak in China 173
General Need Description and Product Specification 176
Supplier Search 176
Proposal Solicitation 176
Supplier Selection 177
Order-Routine Specification 177
INNOVATIVE MARKETING: General Electric 178
Performance Review 179
Business Relationships 179
Overcoming Price Pressures 180
Risks and Opportunism 181
CHAPTER CASE: How Wal-Mart Does Purchasing in China 182
Chapter Summary 185
Marketing Discussion 185
PART III Choosing Value 188
Chapter 7 Identifying Market Segments and Targets 190
MARKETING INSIGHT: Chasing the Long Tail 192
Levels of Market Segmentation 192
Segment Marketing 192
Niche Marketing 193
Local Marketing 194
Customerization 195
Patterns of Market Segmentation 195
MARKETING IN CHINA: China Mobile s Market Segmentation Strategy 196
Segmenting Consumer and Business Markets 197
Bases for Segmenting Consumer Markets 197
MARKETING INSIGHT: The Cohorts in China 200
Bases for Segmenting Business Markets 203
MARKETING INSIGHT: Trading Up and Trading Down: The New Consumer 204
Market Targeting 205
Effective Segmentation Criteria 206
Evaluating and Selecting Market Segments 207
Additional Considerations 209
MARKETING INSIGHT: Regional Consumption Difference in China 210
CHAPTER CASE: Future Cola 211
Chapter Summary 213
Marketing Discussion 213
Chapter 8 Creating Positioning and Dealing with Competition 216
Developing and Communicating a Positioning Strategy 218
Competitive Frame of Reference 219
Points-of-Parity and Points-of-Difference 219
Establishing Category Membership 220
Communicating Category Membership 220
Choosing and Creating POPs/PODs 221
Creating POPs and PODs 221
Differentiation Strategies 222
MARKETING IN CHINA: Repositioning of Wong Lo Kat 223
Product Differentiation 225
Services Differentiation 226
Channel Differentiation 226
Personnel Differentiation 227
Brand Image Differentiation 227
Competitive Forces and Competitors 227
Identifying and Analyzing Competitors 229
Analyzing Competition 230
INNOVATIVE MARKETING: Accenture 232
Balancing Customer and Competitor Orientations 232
Competitive Strategies 233
Market-Leader Strategies 233
Market-Challenger Strategies 237
MARKETING INSIGHT: Guerrilla Marketing 238
Market-Follower and Market-Nicher Strategies 238
MARKETING INSIGHT: Different Approaches to Innovative Marketing 240
Innovative Marketing 241
MARKETING INSIGHT: Blue Ocean Strategy — High Growth through
Value Innovation 243
CHAPTER CASE: Baidu s Challenge for Google 244
Chapter Summary 246
Marketing Discussion 246
Chapter 9 Building Brand Equity 250
What is Brand Equity? 252
The Role of Brands 252
The Scope of Branding 252
Defining Brand Equity 253
Brand Equity as a Bridge 254
Brand Equity Models 254
MARKETING INSIGHT: Fundamental Flaws in China s Branding 256
MARKETING IN CHINA: Revitalizing China s Time-Honored Brands 258
Creating Brand Equity 259
Choosing Brand Elements 260
Designing Holistic Marketing Activities 261
Internalization 262
Leveraging Secondary Associations 262
Developing a Brand Strategy 263
The Branding Decision: To Brand or Not to Brand? 263
MARKETING IN CHINA: Huawei s Brand Rebuilding: Transformation from
Aardwolf to Elephant 264
Brand Portfolio 266
Co-Branding and Ingredient Branding 267
Brand Extensions 269
Managing and Measuring Brand Equity 271
Brand Reinforcement 271
Brand Revitalization 271
INNOVATIVE MARKETING: L Oreal in China 272
Measuring Brand Equity 274
MARKETING INSIGHT: What is a Brand Worth? 276
CHAPTER CASE: Procter Gamble 277
Chapter Summary 278
Marketing Discussion 279
PART IV Offering Value 282
Chapter 10 Setting Product Strategy 284
Product Characteristics and Classifications 286
Product Levels: The Customer-Value Hierarchy 286
Product Classifications 287
Product Relationships 288
Product-Line Analysis 288
Product-Line Length 289
Line Modernization, Featuring, and Pruning 289
Packaging, Labeling, Warranties and Guarantees 289
INNOVATIVE MARKETING: Disney 290
Packaging 290
Labeling 292
Warranties and Guarantees 292
MARKETING IN CHINA: VIMICRO 293
Managing New Products 294
Why New Products Fail — and Succeed 294
New Product Development 295
INNOVATIVE MARKETING: Sony 295
MARKETING INSIGHT: P G s New Connect and Develop Approach to
Innovation 296
MARKETING IN CHINA: Develop Products Suitable for China s Market 302
Marketing Through the Product Life Cycle 305
Product Life Cycles 305
Marketing Strategies: Introduction Stage and the Pioneer Advantage 306
Marketing Strategies: Growth Stage 306
Marketing Strategies: Maturity Stage 307
Marketing Strategies: Decline Stage 308
Critique of the Product Life-Cycle Concept 308
CHAPTER CASE: Toyota 310
Chapter Summary 312
Marketing Discussion 312
Chapter 11 Designing and Managing Services 316
The Nature of Services 318
Categories of Service Mix 318
Distinctive Characteristics of Services 318
Marketing Strategies for Service Firms 321
A Shifting Customer Relationship 321
Holistic Marketing for Services 323
Managing Service Brands 323
INNOVATIVE MARKETING: Southwest Airlines, JetBlue, and Singapore
Airlines (SIA) 324
Differentiating Services 325
Developing Brand Strategies for Services 326
Managing Service Quality 327
MARKETING IN CHINA: Haier s Five-star Consumer Service 328
Customer Expectations 329
MARKETING IN CHINA: The Customer Service in Vanke 330
Best Practices of Service-Quality Management 332
Managing Product Support Services 336
Identifying and Satisfying Customer Needs 336
Post-Sale Service Strategy 337
CHAPTER CASE: HSBC 338
Chapter Summary 339
Marketing Discussion 340
Chapter 12 Developing Pricing Strategies and Programs 342
Understanding Pricing 344
A Changing Pricing Environment 344
INNOVATIVE MARKETING: eBay 344
Consumer Psychology and Pricing 345
Setting the Price 346
Step 1: Selecting the Pricing Objective 346
Step 2: Determining Demand 347
Step 3: Estimating Costs 349
Step 4: Analyzing Competitors Costs, Prices, and Offers 351
Step 5: Selecting a Pricing Method 351
Step 6: Selecting the Final Price 356
INNOVATIVE MARKETING: Home Inn 357
Adapting the Price 359
Geographical Pricing 359
Price Discounts and Allowances 360
Promotional Pricing 360
Differentiated Pricing 361
Product-Mix Pricing 362
Initiating and Responding to Price Changes 363
Initiating Price Cuts 363
INNOVATIVE MARKETING: Ryanair Jet 364
Initiating Price Increases 365
Responding to Competitors Price Changes 365
MARKETING INSIGHT: How to Fight Low-cost Rivals 367
CHAPTER CASE: Galanz s Strategy of Low-Priced Competition 368
Chapter Summary 370
Marketing Discussion 370
PART V Delivering Value 372
Chapter 13 Designing and Managing Integrated Marketing Channels 374
Marketing Channels and Value Networks 376
The Importance of Channels 376
Value Networks 377
XXV
Channel Functions and Flows 377
Channel Levels 378
Service Sector Channels 379
MARKETING IN CHINA: The Rural Distribution Channel in China 380
Channel-Design Decisions 383
Analyzing Customers Desired Service Output Levels 383
Establishing Objectives and Constraints 383
Identifying Major Channel Alternatives 384
Evaluating the Major Alternatives 385
Channel-Management Decisions 386
Selecting Channel Members 386
INNOVATIVE MARKETING: Dell 386
Training Channel Members 387
Motivating Channel Members 387
Evaluating Channel Members 387
Modifying Channel Arrangements 388
Channel Integration and Systems 389
Vertical Marketing Systems 389
MARKETING IN CHINA: MNC s Reformed Channels in China 390
Horizontal Marketing Systems 393
Multichannel Marketing Systems 393
Conflict, Cooperation, and Competition 393
Legal and Ethical Issues in Channel Relations 395
CHAPTER CASE: Amazon 396
Chapter Summary 397
Marketing Discussion 397
Chapter 14 Managing Retailing, Wholesaling, and Logistics 400
Retailing 402
Types of Retailers 402
INNOVATIVE MARKETING: Target 404
The New Retail Environment 405
Retailer Marketing Decisions 407
INNOVATIVE MARKETING: 7-Eleven in Taiwan 408
INNOVATIVE MARKETING: Tesco 412
Retailing Private Label Brands 413
Wholesaling 415
Types of Wholesalers 415
Trends in Wholesaling 417
MARKETING IN CHINA: The Evolution of Wal-Mart and Carrefour in China 418
Market Logistics 420
Integrated Logistics Systems 420
Market-Logistics Objectives 421
Market-Logistics Decisions 422
CHAPTER CASE: Gome 425
Chapter Summary 427
Marketing Discussion 428
PART VI Communicating Value 430
Chapter 15 Designing and Managing Integrated Marketing Communications 432
The Role of Marketing Communications 434
The Changing Marketing Communication Environment and Brand Equity 434
Communications Process Models 436
Developing Effective Communications 438
Identify the Target Audience 438
MARKETING IN CHINA: The Integrated Marketing Communications of
Beijing 2008 Olympic Games 439
Determine the Communications Objectives 441
Design the Communications 441
MARKETING INSIGHT: Celebrity Endorsements as a Strategy 443
Global Adaptations 444
Select the Communications Channels 444
Establish the Total Marketing Communications Budget 444
MARKETING IN CHINA: The Mistakes of MNC s Advertising in China (Toyota;
Nike; Nippon Paint) 445
INNOVATIVE MARKETING: Intel 448
Deciding on the Marketing Communications Mix 450
Characteristics of the Marketing Communications Mix 450
Factors in Setting the Marketing Communications Mix 451
Measuring Communication Results 452
Managing the Integrated Marketing Communications Process 452
Coordinating Media 452
MARKETING IN CHINA: Hong Kong City s Brand Image 453
Implementing IMC 455
CHAPTER CASE: Nike 456
Chapter Summary 457
Marketing Discussion 458
Chapter 16 Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences, and Public Relations 460
Developing and Managing an Advertising Program 462
Setting the Objectives 463
Deciding on the Advertising Budget 463
Developing the Advertising Campaign 463
Deciding on Media and Measuring Effectiveness 464
INNOVATIVE MARKETING: Mini-BMW 465
MARKETING IN CHINA: Focus Media 468
MARKETING INSIGHT: Playing Games with Brands 469
MARKETING IN CHINA: Bidding for Commercials in CCTV s Prime Time 471
Managing Sales Promotion 473
Purpose of Sales Promotion 473
Major Decisions 474
Managing Events and Experiences 477
Events Objectives 477
Major Decisions 479
INNOVATIVE MARKETING: Virgin Group 480
Managing Public Relations 481
Marketing Public Relations 482
Major Decisions in Marketing PR 482
CHAPTER CASE: Phoenix Satellite TV 484
Chapter Summary 486
Marketing Discussion 487
Chapter 17 Managing Personal Communications: Direct and Interactive Marketing,
Word of Mouth, and Personal Selling 490
Direct Marketing 492
The Benefits and Ethical Issues of Direct Marketing 492
Direct Mail 493
Catalog Marketing 494
Telemarketing 494
Other Media for Direct-Response Marketing 495
Interactive Marketing 495
MARKETING IN CHINA: Tencent QQ 496
The Advantages and Disadvantages of Interactive Marketing 498
Placing Ads and Promotion Online 498
INNOVATIVE MARKETING: Yahoo! 498
Word of Mouth Marketing 502
Buzz and Viral Marketing 502
Opinion Leaders 503
Blogs 504
Measuring the Effects of Word of Mouth 505
Designing the Sales Force 505
Sales Force Objectives and Strategy 506
Sales Force Structure 506
Sales Force Size 507
Sales Force Compensation 507
MARKETING INSIGHT: Major Account Management 508
Managing the Sales Force 509
Recruiting and Selecting Sales Representatives 509
Training and Supervising Sales Representatives 510
Sales Rep Productivity 510
Motivating Sales Representatives 511
Evaluating Sales Representatives 512
Principles of Personal Selling 513
Negotiation 513
Relationship Marketing 513
CHAPTER CASE: Dell in China 514
Chapter Summary 517
Marketing Discussion 517
PART VII Creating Lasting Growth and Value 522
Chapter 18 Managing Transformation Marketing 524
Improving Marketing Patterns for Performance Marketing 526
MARKETING IN CHINA: Microsoft in China 527
MARKETING IN CHINA: Starbucks in China —To Please Customers or Educate
Them? 527
Evaluation of Marketing Patterns 529
INNOVATIVE MARKETING: Samsung 530
Improving Marketing Profitability 532
Improving Company Organization to Become Customer-Oriented and Creative 533
Measuring and Improving Marketing Management Effectiveness 534
The Marketing Audit 534
MARKETING INSIGHT: Marketing s Contribution to Shareholder Value 535
MARKETING INSIGHT: The Marketing CEO 535
Measuring Marketing productivity 536
MARKETING IN CHINA: Alibaba 537
MARKETING IN CHINA: Huawei s Internationalization of Management 542
Measuring and Improving Marketing Management Efficiency 544
Measuring Marketing Plan Performance 545
Improving Marketing Management Efficiency Through Control 546
MARKETING INSIGHT: Marketing Dashboards to Improve Effectiveness and
Efficiency 547
CHAPTER CASE: Lenovo 549
Chapter Summary 551
Marketing Discussion 552
Chapter 19 Managing Marketing in the New World 554
Managing Global Marketing 556
MARKETING IN CHINA: Chery Automobile 557
INNOVATIVE MARKETING: Nokia 558
Deciding Whether to Go Abroad 558
Deciding Which Markets to Enter 559
MARKETING INSIGHT: Spotlight on Key Developing Markets 560
Deciding How to Enter the Market 563
MARKETING INSIGHT: The Four Types and Three Approaches for the Globalization
of Chinese Enterprises 564
MARKETING IN CHINA: The Footprints of the Globalization of Chinese
Enterprises 565
Deciding on the Marketing Program 570
Managing Hl-Technologies Marketing 572
Managing Internet Marketing 572
E-Commerce Marketing 574
M-Marketing 576
Managing Holistic Marketing Organization 577
Internal Marketing 577
Organizing the Marketing Department 578
Socially Responsible Marketing 581
MARKETING INSIGHT: New Views on Corporate Social Responsibility 582
INNOVATIVE MARKETING: Starbucks 583
Cause-Related Marketing 584
MARKETING INSIGHT: Business Ethics in Traditional Chinese Culture 585
CHAPTER CASE: Microsoft 586
Chapter Summary 587
Marketing Discussion 588
Appendix The Evolution of Marketing Management 591
Glossary 601
Credits 609
Index 611
LIST OF CASES BY INDUSTRY
No Title Country of Origin Page
Manufacturing
1 The Transformation of Amway in China America 22
2 TetraPak in China Sweden 173
3 Huawei s Brand Rebuilding China 264
4 Haier s Five-Star Consumer Service China 328
5 Chery China 557
6 Coca-Cola America 27
7 Budweiser America 59
8 Tide in China (P G)—Diao s Challenge America 155
9 Future Cola China 211
10 P G America 277
11 TOYOTA Japan 310
12 Galanz s Strategy of Low-Priced Competition China 368
13 NIKE America 456
14 H M Sweden 33
15 MengNiu China 67
16 APPLE America 251
17 Benz Germany 285
18 Philips Electronics Holland 375
19 Zara Spain 401
20 Dove Britain, Holland 433
21 Coca Cola America 491
22 Haier s Interior Market Chain China 525
23 Hewlett Packard Co. vs Dell Inc. America 99
24 General Electric America 178
25 L Oreal in China France 272
26 Sony Japan 295
27 Mini BMW Germany 465
28 Virgin Group Britain 480
29 Samsung Korea 530
30 Repositioning of Wong Lo Kat China 223
31 Master Kong China 191
No T TLE Country of Origin Page
Retailing
32 Wal-Mart in China America 182
33 Wal-Mart and Carrefour in China America, France 418
34 IKEA Sweden 130
35 IKEA in China Sweden 343
36 Gome China 425
37 TESCO Britain 412
38 7-Eleven in Taiwan Japan 408
39 TARGET America 404
Services
40 Home Inn China 357
41 Starbucks and Microsoft in China America 527
42 Yum! China America 122
43 Starbucks America 95
44 UPS America 217
45 Starbucks America 583
46 Mayo Clinic America 317
47 Southwest Airlines, JetBlue, and Singapore Airlines America, Singapore 324
48 RyanAirJet Ireland 364
49 Disney America 290
50 Accenture America 232
51 HSBC Britain 338
Media, Entertainment
52 How Warner Coped with China s Pirate DVD Market America 106
53 MNCs Reformed Channels in China (P G; Motorola; Coca Cola; Nokia) America, Finland 390
54 The Mistakes of MNC s Advertising in China (Toyota; Nokia; Nippon Paint) America, Japan 445
55 Focus Media China 468
56 Bidding for Commercials in CCTV s Prime Time China 471
57 Phoenix Satellite TV Hong Kong SAR 484
58 Super Girls China 461
LIST OF CASES BY INDUSTRY
No T,TLE Country of Origin
Property
59 The Customer Service in VANKE China
60 VANKE GROUP LTD. China
Public Affairs
61 Hong Kong ICAC Hong Kong SAR
62 Hong Kong Free Travel Seizes Market Opportunity Hong Kong SAR
63 Hong Kong City Brand Image Hong Kong SAR
64 The IMC of Beijing 2008 Olympic Games China
Software, Information Technology
65 Taobao (Alibaba) China
66 China Mobile s Market Segmentation Strategy China
67 QQ China
68 Alibaba China
69 GOOGLE America
70 China Mobile China
71 Cisco America
72 Vimicro China
73 eBAY America
74 Dell America
75 Intel America
76 Yahoo! America
77 Baidu s Challenge for Google China
78 Amazon America
79 DELL in China America
80 Lenovo China
81 Huawei s Internationalization of Management China
82 Nokia Finland
83 Apple iPod America
84 Microsoft America
330
90
8
76
453
439
48
196
496
537
3
129
163
293
344
386
448
498
244
396
514
549
542
558
555
586
Others
85 China s Emergent Middle Class
86 The One-Child Generation
87 Transition of the Female Social Role in China
88 Revitalizing China s Time-Honored Brands
89 Develop Products Suitable for China s Market
(Haier; Little Smart; Aigo; Panasonic)
90 The Rural Distribution Channel in China
91 The Footprints of the Globalization of Chinese
Enterprises
China
China
China
China
China, Japan
China
China
87
135
139
258
302
380
565
|
| any_adam_object | 1 |
| author | Kotler, Philip |
| author_GND | (DE-588)132842920 |
| author_facet | Kotler, Philip |
| author_role | aut |
| author_sort | Kotler, Philip |
| author_variant | p k pk |
| building | Verbundindex |
| bvnumber | BV036694233 |
| ctrlnum | (OCoLC)262252195 (DE-599)BVBBV036694233 |
| dewey-full | 658.800951 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.800951 |
| dewey-search | 658.800951 |
| dewey-sort | 3658.800951 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01349nam a2200361 c 4500</leader><controlfield tag="001">BV036694233</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20200610 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100929s2009 a||| |||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">GBA8C5406</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">9789810679972</subfield><subfield code="9">9789810679972</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">9810679971</subfield><subfield code="9">9810679971</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)262252195</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV036694233</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-2070s</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.800951</subfield><subfield code="2">22</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kotler, Philip</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing management in China</subfield><subfield code="c">Philip Kotler, Kevin Lane Keller, Taihong Lu</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Singapore</subfield><subfield code="b">Pearson Prentice Hall</subfield><subfield code="c">c2009</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">lvi, 625 p.</subfield><subfield code="b">col. ill.</subfield><subfield code="c">28 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Pearson one</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing / China / Management</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Keller, Kevin Lane</subfield><subfield code="d">1956-</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)132842920</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Lu, Taihong</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020612808&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-020612808</subfield></datafield></record></collection> |
| id | DE-604.BV036694233 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:45:57Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020612808 |
| oclc_num | 262252195 |
| open_access_boolean | |
| owner | DE-2070s |
| owner_facet | DE-2070s |
| physical | lvi, 625 p. col. ill. 28 cm |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Pearson Prentice Hall |
| record_format | marc |
| series2 | Pearson one |
| spelling | Kotler, Philip Verfasser aut Marketing management in China Philip Kotler, Kevin Lane Keller, Taihong Lu Singapore Pearson Prentice Hall c2009 lvi, 625 p. col. ill. 28 cm txt rdacontent n rdamedia nc rdacarrier Pearson one Includes bibliographical references and index Marketing / China / Management Keller, Kevin Lane 1956- Sonstige (DE-588)132842920 oth Lu, Taihong Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020612808&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kotler, Philip Marketing management in China Marketing / China / Management |
| title | Marketing management in China |
| title_auth | Marketing management in China |
| title_exact_search | Marketing management in China |
| title_full | Marketing management in China Philip Kotler, Kevin Lane Keller, Taihong Lu |
| title_fullStr | Marketing management in China Philip Kotler, Kevin Lane Keller, Taihong Lu |
| title_full_unstemmed | Marketing management in China Philip Kotler, Kevin Lane Keller, Taihong Lu |
| title_short | Marketing management in China |
| title_sort | marketing management in china |
| topic | Marketing / China / Management |
| topic_facet | Marketing / China / Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020612808&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip marketingmanagementinchina AT kellerkevinlane marketingmanagementinchina AT lutaihong marketingmanagementinchina |