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Principles of Marketing: A South Asian Perspective, 13/e

Principles of Marketing: A South Asian Perspective, 13/e

Author(s):
  • Philip Kotler
  • Gary Armstrong
  • Prafulla Y. Agnihotri
  • Ehsan ul Haque
    • Author: Philip Kotler
    • ISBN:9788131731017
    • Price: Rs. 595.00
    • Pages:620
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    Winner of the First Prize for Excellence in Book Production for the year 2010 in the category of College Textbooks (English) awarded by The Federation of Indian Publishers

    Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. With its interactive design and in-depth, real-world examples and cases, the South Asian edition of Principles of Marketing helps students learn how to create customer value, target the correct market, and build customer relationships.

    Table of Content

    Part I: Defining Marketing and the Marketing Process
    1. Marketing: Creating and Capturing Customer Value
    2. Company and Marketing Strategy: Partnering to Build Customer Relationships
    Part II: Understanding the Marketplace and Consumers
    1. Analyzing the Marketing Environment
    2. Managing Marketing Information to Gain Customer Insights
    3. Consumer Markets and Consumer Buyer Behavior
    4. Business Markets and Business Buyer Behavior
    Part III: Designing a Customer-Driven Strategy and Mix
    1. Customer-Driven Marketing Strategy: Creating Value for Target Customers
    2. Products, Services, and Brands: Building Customer Value
    3. New-Product Development and Product Life-Cycle Strategies
    4. Pricing: Understanding and Capturing Customer Value
    5. Pricing Strategies
    6. Marketing Channels: Delivering Customer Value
    7. Retailing and Wholesaling
    8. Communicating Customer Value: Integrated Marketing Communications Strategy
    9. Advertising and Public Relations
    10. Personal Selling and Sales Promotion
    11. Direct and Online Marketing: Building Direct Customer Relationships
    Part IV: Extending Marketing
    1. Creating Competitive Advantage
    2. The Global Marketplace
    3. Sustainable Marketing: Social Responsibility and Ethics

    Salient Features

    • An interactive and student-friendly layout with annotated chapter-opening stories and figures, chapter outlines, explanatory author comments, and high-quality images facilitates understanding and eases learning
    • Chapter-opening vignettes and real marketing boxes provide insights into real marketing practices in the Indian subcontinent and in the global context
    • Coverage of new developments and topics such as sustainable marketing, blogs, and online communities and networks to explain how today’s marketers can make the brand a meaningful part of consumers’ lives
    • Emphasis on the quantitative aspects of marketing through end-of-chapter exercises and Appendix 2: Marketing by the Numbers
    • Insights into markets and marketing in the Indian subcontinent, including examples and cases from India, Pakistan, Bangladesh, and Sri Lanka, and an appendix on rural marketing
    • A valuable learning package comprising the instructor’s manual, instructor’s PowerPoints, students’ PowerPoints, and mymarketinglab