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Marketing Management South Asian Perspective Philip Kotler Koshy Jha 14th Editionl


Marketing Management South Asian Perspective Philip Kotler Koshy Jha 14th Edition




Marketing management is the art and science of choosing target markets and creating, delivering, and communicating superior customer value. It is one of the most important and dynamic fields of business and management. Marketing managers need to understand the changing needs and preferences of customers, the competitive environment, and the opportunities and challenges posed by globalization, digitalization, and sustainability.


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Marketing Management: A South Asian Perspective is a comprehensive and updated textbook that covers the latest trends and developments in marketing theory and practice. It is written by four eminent authors: Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha. The book is based on the 14th edition of Marketing Management by Kotler and Keller, which is widely regarded as the global standard for marketing textbooks. The book also incorporates relevant examples, cases, and insights from the South Asian context, making it more relevant and applicable for students and practitioners in this region.


The book is divided into eight parts, covering the following topics:



  • Understanding Marketing Management: This part introduces the basic concepts and frameworks of marketing management, such as customer value, market orientation, marketing strategy, marketing mix, marketing environment, and marketing research.



  • Analyzing Marketing Opportunities: This part focuses on the analysis of customer behavior, market segmentation, targeting, positioning, and differentiation.



  • Developing Marketing Strategies: This part discusses the development of marketing strategies for different types of markets, such as consumer markets, business markets, global markets, rural markets, and social markets.



  • Developing Marketing Programs: This part covers the design and implementation of marketing programs for various elements of the marketing mix, such as product, service, brand, pricing, distribution, and promotion.



  • Managing and Delivering Marketing Programs: This part deals with the management and delivery of marketing programs in terms of marketing organization, implementation, control, ethics, and social responsibility.



  • Managing Customer Relationships: This part explores the concepts and tools for managing customer relationships, such as customer satisfaction, loyalty, retention, value, equity, lifetime value, relationship marketing, customer relationship management (CRM), and customer experience management (CEM).



  • Managing Marketing in the Digital Era: This part examines the impact and implications of digital technologies on marketing management, such as e-commerce, e-marketing, social media marketing, mobile marketing, online advertising, search engine marketing (SEM), search engine optimization (SEO), web analytics, digital marketing metrics, and digital marketing strategy.



  • Emerging Trends and Issues in Marketing: This part highlights some of the emerging trends and issues in marketing that are shaping the future of marketing management, such as green marketing, social marketing, bottom of the pyramid (BOP) marketing, experiential marketing, viral marketing, neuromarketing, sensory marketing, co-creation, crowdsourcing, gamification, big data, artificial intelligence (AI), augmented reality (AR), virtual reality (VR), internet of things (IoT), blockchain, cloud computing, 3D printing, nanotechnology, biotechnology, genomics, robotics, drones, self-driving cars, smart homes, smart cities, smart wearables, smart health care, smart education, smart entertainment, smart tourism, smart agriculture, smart energy, smart governance, smart security, smart mobility, smart finance, smart retailing, smart manufacturing, smart logistics, smart sports, and smart art.




The book also includes several features to enhance the learning experience of the readers. These include:



  • Learning Objectives: Each chapter begins with a list of learning objectives that outline what the reader will learn from the chapter.



  • Key Terms: Each chapter ends with a list of key terms that summarize the important concepts covered in the chapter.



  • Summary: Each chapter ends with a summary that reviews the main points discussed in the chapter.



  • Questions for Discussion: Each chapter ends with a set of questions for discussion that test the reader's understanding and application of the concepts covered in the chapter.



  • Cases: Each chapter includes one or more cases that illustrate how real-world companies apply the concepts covered in the chapter.



  • Marketing Insight: Each chapter includes one or more marketing insight boxes that provide additional information, examples, or insights on a specific topic related to the chapter.



  • Marketing Memo: Each chapter includes one or more marketing memo boxes that offer practical tips, guidelines, or checklists for marketing managers on a specific topic related to the chapter.



  • Marketing Spotlight: Each chapter includes one or more marketing spotlight boxes that showcase the best practices, achievements, or innovations of a leading company or brand in the field of marketing.



  • Marketing Excellence: Each part ends with a marketing excellence section that profiles a company or brand that has achieved excellence in marketing management.



  • References: Each chapter includes a list of references that provide sources for further reading and research on the topics covered in the chapter.




Marketing Management: A South Asian Perspective is an ideal textbook for undergraduate and postgraduate courses in marketing management. It is also a valuable reference for marketing practitioners, consultants, researchers, and educators who want to keep abreast of the latest developments and trends in marketing management.


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