Strategic Marketing Management in Asia by Andaleeb, Syed Saad -- Read -- Imperial Library of Trantor

Index

Cover Half Title Endorsements Title Page Copyright Page Dedication Contents List of Cases List of Contributors About the Editors Acknowledgments Preface

Uniqueness of this Book Organization of the Book Key Pedagogical Features Foreword

1 Evolution of Marketing as a Discipline

Questions for Discussion

2 Marketing Environment

The Macro-Environment and Its Impact The Political and Regulatory Environment in Asia The Economic and Trade Environment in Asia The Demographic Environment in Asia The Cultural and Social Environment in Asia The Technological Environment in Asia The Natural Environment in Asia Conclusion Questions for Discussion Tips for Discussion

3 Strategic Planning and Marketing Models

Strategic Planning and Links to Marketing Ingredients of a Strategic Marketing Plan

Knowing Your Market (i.e., Customers) Knowing Your Competitive Environment Knowing Yourself (SWOT/TOWS Analysis, Value Chain Model) Crafting Market Aligned Strategy Mix Implementing Strategic Plan and Budget Building Feedback and Control Mechanism

4 Marketing Research

Roles of Marketing Research Steps in the Research Process

Research Purpose Research Design Survey Instrument Design Sampling Plan Data Collection Data Processing and Analysis Research Report and Presentation

Sources of Information

5 Consumer Behavior

Consumer Behavior Factors

Psychological Influences Personal Influences Social Influences Cultural Influences

Buying Decision Process

Problem Recognition Information Search Evaluation Purchase Decision Post-Purchase Behavior

Other Models to Consider

6 Market Segmentation, Targeting, and Positioning

Market Segmentation

Geographic Segmentation Demographic Segmentation Psychographics Behavioral Segmentation Benefit Segmentation

Criteria for Effective Segmentation Market Targeting Market Positioning

7 Product Decisions

Product Life Cycle New Product Development (NPD) — Tata Nano Product Mix Decisions

8 New Product Development

The New-Product Development Process

9 Packaging

What Are the Objectives of Designing Packaging? What Strategic Elements Would Guide the Design Choices?

Positioning Integrated Marketing Communication Consistency and Dynamism

Materials Planning for Use in Packaging Testing Your Packaging Design

10 Branding and Brand Management

Early Society and Branding Building Strong Brands Branding Challenge Overcoming the Challenges Conclusion

11 Consumer Behavior and the Anatomy of a Brand

Brand Essence Value Proposition Brand Expression Brand Impression Putting It Together Conclusion

12 Services Marketing

Services Defined Characteristics of Services Service Quality Measuring Service Quality Avoiding Service Failures Quality Assessment Programs in Health Care

13 Pricing Strategy

Pricing Strategies

Cost-Based Pricing Competition-Based Pricing Value Pricing Other Pricing Methods

Steps in Pricing

14 Integrated Marketing Channels

The Basics of a Marketing Channel System Marketing Channels versus Value Network Task of Marketing Channels Channel Levels Marketing Channel for Industrial Markets Market Coverage Intensities Dynamics of Marketing Channels Channel Conflict Types of Conflict Managing Channel Conflict Retailing Major Retailer Types Corporate Retailing — Major Types of Retail Organizations Wholesaling Major Functions of Wholesalers Major Types of Wholesalers Supply Chain Management

15 Integrated Marketing Communications

Why IMC? Integrated Marketing Communications Tools

Advertising Public Relations (PR) Sales Promotions (SP) Personal Selling (PS) Direct Marketing (DM)

Emerging Tools of IMC

Sponsorships (Event Marketing) Social Media Marketing Internet Marketing Mobile Marketing

Ethical Issues in IMC Best Practices for IMC

16 Sales Force Management

Role of Sales Management in Marketing Strategic Sales Force Management

Training the Sales Force Motivating the Sales Force Compensating the Sales Force Supervising the Sales Force Evaluating the Sales Force

Recent Trends Sales Force Automation: Order of the Day Summary Appendices

17 Social Marketing and Social Business

Corporates and Social Business Universities and Social Business Conclusion

18 Rural Marketing

Rural and Urban Markets — Whither Differences? Challenges Related to 4Ps

References

Chapter 1: Evolution of Marketing as a Discipline Further Reading Chapter 2: Marketing Environment Chapter 3: Strategic Planning and Marketing Model Further Reading Chapter 4: Marketing Research Chapter 5: Consumer Behavior Chapter 6: Market Segmentation, Targeting and Positioning Chapter 7: Product Decisions Chapter 8: New Product Development Chapter 9: Packaging Further Reading Chapter 10: Branding and Brand Management Chapter 11: Consumer Behavior and the Anatomy of a Brand Chapter 12: Service Marketing Further Reading Chapter 13: Pricing Strategy Chapter 14: Integrated Marketing Channels Chapter 15: Integrated Marketing Communication Chapter 16: Sales Force Management Chapter 17: Social Marketing and Social Business Chapter 18: Rural Marketing

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