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Test Bank (Downloadable Files) for Marketing Management: An Asian Perspective, 7th Edition, Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Chin Tiong Tan, Siew Meng Leong, ISBN-10: 129208958X, ISBN-13: 9781292089584

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Philip Kotler

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Test Bank for Marketing Management: An Asian Perspective 7th Edition Kotler

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Test Bank for Marketing Management: An Asian Perspective, 7th Edition, Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Chin Tiong Tan, Siew Meng Leong, ISBN-10: 129208958X, ISBN-13: 9781292089584

Table of Contents

Part 1. Understanding Marketing Management
1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans

Part 2. Capturing Marketing Insights
3. Gathering Information and Forecasting Demand
4. Conducting Marketing Research

Part 3. Connecting with Customers
5. Creating Customer Value, Satisfaction, and Loyalty
6. Analyzing Consumer Markets
7. Analyzing Business Markets
8. Identifying Market Segments and Targets

Part 4. Building Strong Brands
9. Creating Brand Equity
10. Crafting the Brand Positioning
11. Competitive Dynamics

Part 5. Shaping the Market Offerings
12. Setting Product Strategy
13. Designing and Managing Services
14. Developing Pricing Strategies and Programs

Part 6. Delivering Value
15. Designing and Managing Marketing Channels and Value Networks
16. Managing Retailing, Wholesaling, and Logistics

Part 7. Communicating Value
17. Designing and Managing Integrated Marketing Communications
18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
19. Managing Digital Communications: Online, Social Media, and Mobile

20. Managing Personal Communications: Direct and Database Marketing, Word of Mouth, and Personal Selling

Part 8. Creating Successful Long-Term Growth
21. Introducing New Market Offerings

22. Tapping into Global Markets

23. Managing a Holistic Marketing Organization