Test Bank (Complete Download) for Marketing Management: An Asian Perspective, 6/E, Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, Chin-Tiong Tan, ISBN-10: 9810687974, ISBN-13: 9789810687977, Instantly Downloadable Test Bank, Complete (ALL CHAPTERS) TestBank
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Table of Contents
Part 1 â€“ Understanding Marketing Management
Chapter 1: Defining Marketing for the 21st Century
Chapter 2: Developing Marketing Strategies and Plans
Part 2 â€“ Capturing Marketing Insights
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
Part 3 â€“ Connecting with Customers
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Chapter 8: Identifying Market Segments and Targets
Part 4 â€“ Building Strong Brands
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Chapter 11: Competitive Dynamics
Part 5 â€“ Shaping the Market Offerings
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Chapter 14: Developing Pricing Strategies and Programs
Part 6 â€“ Delivering Value
Chapter 15: Designing and Managing Marketing Channels and Value Networks
Chapter 16: Managing Retailing, Wholesaling, and Logistics
Part 7 â€“ Communicating Value
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling
Part 8 â€“ Creating Successful Long-Term Growth
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization