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Marketing Management: A South Asian Perspective, 14/e

Marketing Management: A South Asian Perspective, 14/e
Author(s)  Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileswar Jha
ISBN  9788131767160
Imprint  Pearson Education
Copyright  2013
Pages  728
Binding  Paperback
List Price  Rs. 875.00

Marketing Management is the leading marketing text because it consistently reflects changes in marketing theory and practice. The fourteenth edition of Marketing Management: A South Asian Perspective preserves many of the distinguishing features of the past editions and, at the same time, provides revised and updated content from the global as well as local context.
  • About the Authors
  • Contents
  • Features
  • Downloadable Resources

Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published a number of books and more than one hundred articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing, besides being the first recipient of the American Marketing Association's Distinguished Marketing Educator Award (1985), the 1978 Paul Converse Award of the AMA, the European Association of Marketing Consultants and Sales Trainers' Prize for Marketing Excellence, and the Distinguished Educator Award from the Academy of Marketing Science. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. Professor Kotler has been a consultant to many major U.S. and foreign companies.

Kevin Lane Keller is widely recognized as one of the top marketing academics of the last 25 years. He is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. Professor Keller's general area of expertise lies in marketing strategy and planning, and branding. Professor Keller is acknowledged as one of the international leaders in the study of brands and branding. Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world's

most successful brands.

Abraham Koshy is Professor of Marketing at the Indian Institute of Management Ahmedabad. At IIM-A, he has held several administrative responsibilities. He was a visiting scholar at INSEAD, Fontainebleau, France, and a visiting professor at the Strathclyde Business School, Glasgow. He is also a visiting professor at the European School of Management, Paris, and the University of Glasgow, U.K. Professor Koshy is a highly regarded teacher and corporate trainer. He has designed and conducted training programs for senior executives of a large number of companies in many countries. He is closely associated with many companies, in India and abroad, as a consultant addressing decision issues relating to marketing strategy, product and brand management, and customer management processes. Professor Koshy's

areas of expertise and research interests relate to brand development strategies, new product strategies, brand management processes, customer relationship orientations, and strategic marketing.

Mithileshwar Jha is Professor of Marketing at the Indian Institute of Management Bangalore. Professor Jha has served as a faculty member in leading Indian management institutes such as IIM Lucknow; the Institute of Rural Management, Anand; and XLRI Jamshedpur. While at IIM Lucknow, he was the Escotel-CRM Chair and Dean of Academics. Professor Jha has been a British Council visiting professor at Buckingham University, United Kingdom, and a visiting professor at ESCP-EAP, France, and the University of Gothenberg, Sweden. Professor Jha is credited with having defined rural marketing in India, and contributed to national-level policymaking in the areas of public-distribution systems, handlooms, and biogas. Actively involved with the industry, Professor Jha has worked on a wide range of projects. He has served as a consultant with international agencies like the Swiss Agency for Development and Cooperation (SDC), the Norwegian Agency for Development Cooperation (NORAD), and the Canadian Hunger Foundation. He has also conducted training programs for many reputed organizations.


PART 1 Understanding Marketing Management
  1. Defining Marketing for the 21st Century
  2. Developing Marketing Strategies and Plans
PART 2 Assessing Market Opportunities and Customer Value
  1. Scanning the Marketing Environment, Forecasting Demand, and Conducting Marketing Research
  2. Creating Customer Value and Customer Relationships
  3. Analyzing Consumer Markets
  4. Analyzing Business Markets
PART 3 Choosing Value
  1. Identifying Market Segments and Targets
  2. Competitive Dynamics
  3. Crafting the Brand Positioning
  4. Creating Brand Equity
PART 4 Designing Value
  1. Setting Product Strategy
  2. Designing and Managing Services
  3. Developing Pricing Strategies and Programs
PART 5 Delivering Value
  1. Designing and Managing Integrated Marketing Channels
  2. Managing Retailing, Wholesaling, and Logistics
PART 6 Communicating Value
  1. Designing and Managing Integrated Marketing Communications
  2. Managing Mass Communications
  3. Managing Personal Communications
PART 7 Sustaining Growth and Value
  1. Introducing New Market Offerings
  2. Tapping into Global Markets
  3. Managing a Holistic Marketing Organization for the Long Run

Appendix: Sonic Marketing Plan
Image Credits
Name Index
Company, Brand, and Organization Index
Subject Index

  • Brand new chapter-opening vignettes that can serve as great classroom discussion starters
  • Updated and revised Marketing Memo and Marketing Insight boxes that provide in-depth insights into the practical aspects of marketing and discuss the challenges and opportunities unique to rural markets in South Asia
  • Many new in-text cases, in addition to Marketing Excellence cases at the end of each chapter
  • Dramatic changes in the current marketing environment addressed through subsections on issues such as marketing during economic downturns, the rise of sustainability and “green” marketing, and the increasing role of digital media in marketing
  • Reorganized material to focus on customer value as the central theme of the South Asian edition
  • Focus on holistic marketing—the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today's marketing environment
  • Powerful teaching and learning support through a detailed instructors' manual, PowerPoint lecture slides, and test-item files

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