Marketing Management : A South Asian Perspective

Product Description

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.

  • NEW – Rural marketing memos in each chapter that provide tips and suggestions at all stages of marketing to rural customers, as well as directions in dealing with various marketing decisions
  • NEW – A South Asian perspective through new cases from South Asian countries that discuss a variety of aspects, including the socioeconomic characteristics of urban and rural consumers, demographics, and sociocultural nuances
  • NEW – Access to the cases of all the international versions of Marketing Management including USA, China, Middle East, Europe, Africa, Australia, and Canada
  • NEW – Cases on the companion Web site comprising teaching tips, take-home assignments, discussion, multiple-choice, and role-play questions
  • NEW – Breakthrough marketing boxes to highlight innovative and insightful marketing accomplishments by leading organizations


PART I: Understanding Marketing Management

  1. Defining Marketing for the 21st Century
  2. Developing Marketing Strategies and Plans

PART II: Capturing Marketing Insights

  1. Gathering Information and Scanning the Environment
  2. Conducting Marketing Research and Forecasting Demand

PART III: Connecting with Customers

  1. Creating Customer Value, Satisfaction, and Loyalty
  2. Analyzing Consumer Markets
  3. Analyzing Business Markets
  4. Identifying Market Segments and Targets

PART IV: Building Strong Brands

  1. Dealing with Competition
  2. Creating Brand Equity
  3. Crafting the Brand Positioning

PART V: Shaping the Market Offerings

  1. Setting Product Strategy
  2. Designing and Managing Services
  3. Developing Pricing Strategies and Programs

PART VI: Delivering Value

  1. Designing and Managing Integrated Marketing Channels
  2. Managing Retailing, Wholesaling, and Logistics

PART VII: Communicating Value

  1. Designing and Managing Integrated Marketing
  2. Managing Mass Communications: Advertising, Sales
  3. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

PART VIII: Creating Successful Long-Term Growth

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

Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at Dartmouth College. Abraham Koshy is a Professor of Marketing at the Indian Institute of Management Ahmedabad. Mithileshwar Jha is a Professor of Marketing at the Indian Institute of Management Bangalore.

Additional information


Kotler Philip






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