Marketing in Asia Information Center: Table of Contents


		Overview Book Preface About the Authors Table of Contents Feature Summary Supplements List Asian Content


	Student Edition
	Instructor Edition

Marketing in Asia

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota
Geok Theng Lau, National University of Singapore

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	Segmenting, Positioning, and Forecasting Markets
Part 4	Satisfying Marketing Opportunities
	10	Developing New Products and Services
	11	Managing Products and Brands
	12	Managing Services
	13	Building the Price Foundation
	14	Arriving at the Final Price
			APPENDIX B Financial Aspects of Marketing
	15	Managing Marketing Channels and Wholesaling
	16	Customer-Driven Supply Chain and Logistics Management
	17	Retailing
	18	Integrated Marketing Communications and Direct Marketing
	19	Advertising, Sales Promotion, and Public Relations
	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
			APPENDIX C Planning a Career in Marketing
			APPENDIX D Alternate Cases

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