00000cam a22000003i 4500 UP-1685594773861954784 Buklod 20240427162926.0 ta rb |||| u| ta 160318s2013 nyua rb |||1 u|eng d 9781259007897 1259007898 (iLib)UPBAG-00013540456 GRC-3016 Php2,511.00 DLC BAG rda eng HF 5415.12 A8 K47 2013 Kerin, Roger A. author. Marketing in Asia [and three others]. Roger A. Kerin ... Marketing. Second edition. New York McGraw-Hill Higher Education ©2013. lvi, 822 pages color illustrations 28 cm Asia global edition. "Asian adaptation of Marketing, eleventh edition by Roger Kerin... published by McGraw-Hill/Irwin, New York, ©2013 Includes bibliographical references and indexes PART 1. Initiating the Marketing Process: 1. Creating Customer Relationships and Value Through Marketing -- 2. Developing Successful Marketing and Organizational Strategies Appendix A Building an Effective Marketing Plan -- 3. Scanning the Marketing Environment -- 4. Ethical and Social Responsibility in Marketing -- PART 2. Understanding Buyers and Markets -- 5. Understanding Consumer Behavior -- 6. Understanding Organizations as Customers -- 7. Understanding and Reaching Global Consumers and Markets -- PART 3. Targeting Marketing Opportunities -- 8. Marketing Research: From Customer Insights to Actions -- 9. Market Segmentation, Positioning, and Forecasting Markets -- PART 4. Satisfying Marketing Opportunities -- 10. Developing New Products and Services -- 11. Managing Products and Brands -- 12. Services Marketing -- 13. Building the Price Foundation -- 14. Arriving at the Final Price -- Appendix B Financial Aspects of Marketing -- 15. Managing Marketing Channels and Supply Chains -- 16. Retailing and Wholesaling -- 17. Integrated Marketing Communications and Direct Marketing -- 18. Advertising, Sales Promotion, and Public Relations -- 19. Using Social Media to Connect with Consumers -- 20. Personal Selling and Sales Management -- PART 5. Managing the Marketing Process -- 21. Implementing Interactive and Multichannel Marketing 22. Pulling It All Together: The Strategic Marketing Process Experience, Leadership, Innovation. Based on the best-selling U.S. text Marketing, the second edition of Marketing in Asia continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This author team is committed to: building on past experiences as authors; continuing their leadership role in bringing new topics and perspectives to the classroom; and focusing on pedagogical innovation that truly responds to new teaching and learning styles. Marketing in Asia utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach formed the foundation of the first edition of Marketing in Asia and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies Marketing Asia. Marketing. Theng, Lau Geok author. Hartley, Steven W. author. Rudelius, William author. UPBAG GRC HF 5415.12 A8 K47 2013 Book