The South Asian edition of Marketing Management remains the bestselling textbook in the field because it continues to reflect the latest changes in marketing theory and practice. Retaining the original frameworks and concepts so vital to the book, this edition presents a contextually relevant text for students of the subcontinent by incorporating South Asian case studies and examples.


PART I: Understanding Marketing Management

Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
PART II: Capturing Marketing Insights

Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
PART III: Connecting with Customers

Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
PART IV: Building Strong Brands

Dealing with Competition
Creating Brand Equity
Crafting the Brand Positioning
PART V: Shaping the Market Offerings

Setting Product Strategy
Designing and Managing Services
Developing Pricing Strategies and Programs
PART VI: Delivering Value

Designing and Managing Integrated Marketing Channels
Managing Retailing, Wholesaling, and Logistics
PART VII: Communicating Value

Designing and Managing Integrated Marketing
Managing Mass Communications: Advertising, Sales
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
PART VIII: Creating Successful Long-Term Growth

Introducing New Market Offerings
Tapping into Global Markets
Managing a Holistic Marketing Organization for the Long Run