"Marketing in Asia, Third Edition is an adaptation of Marketing, Twelfth Edition by Roger A. Kerin, Steven W. Hartley, and William Rudelius, published by arrangement with McGraw-Hill Education"--Title page verso.

pt. 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 -- pt. 2 Understanding buyers and markets -- 5 Understanding consumer behavior -- 6 Understanding organizations as customers -- 7 Understanding and reaching global consumers and markets -- pt. 3 Targeting marketing opportunities -- 8 Marketing research : from customer insights to actions -- 9 Market segmentation, positioning, and forecasting markets -- pt. 4 Satisfying marketing opportunities -- 10 Developing new products and services -- 11 Managing products and brands -- 12 Services marketing -- 13 Building the price foundation -- 14 Arriving at the final price -- Appendix B Financial aspects of marketing -- 15 Managing marketing channels and supply chains -- 16 Retailing and wholesaling -- 17 Integrated marketing communications and direct marketing -- 18 Advertising, sales promotion, and public relations -- 19 Using social media to connect with consumers -- 20 Personal selling and sales management -- pt. 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 Supplementary cases -- Glossary.

College of Business and Accountancy Marketing Management

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