Principles of marketing : an Asian perspective / Philip Kotler ... [and 5 others].

Part 1: Defining Marketing and the Marketing Process 1. Marketing: Managing Profitable Customer Relationships 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2: Understanding the Marketplace and Consumer Value 3. The Marketing Environment 4. Managing Marketing Information 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3: Designing a Customer-Driven Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Branding Strategy 9. New-Product Development and Product Life-Cycle Strategies 10. Pricing Products: Understanding and Capturing Customer Value 11. Pricing Products: Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile Marketing Part 4: Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers