The Power of Marketing : Practitioner Perspectives in Asia

DESCRIPTION

Materi Power of Marketing is aimed to fulfill the needs of marketing textbook outlining principles of marketing in Asia perspectives. It is written by a true marketing with more than 25 years of professional experience in the field of brand management and sales management with numerous MNCs in Asia. Her vast experience has led this book to have two dinstictive feature compared to other books: 1. Brief outline of Classic Marketing Theory 2. Combination between theories and real case of real companies in Asia 3. Combination of research among 1750 business executives From fresh students aiming to understand principles of marketing to professionals aiming to refresh their marketing understanding, this book can offer numerous insights both from practical as well theoritical views. Daftar Isi Bab 1 History Bab 2 Domain of Marketing Bab 3 Concept of Development Bab 4 How Marketing Works Bab 5 Planning Bab 6 The Offer: Product Bab 7 The Offer: Price Bab 8 The Offer: Place- Distribution-Supply Chain Bab 9 The Offer: Promotion IMMC Bab 10 Formulating The Strategic Business Direction Bab 11 Managing R&D Bab 12 Creating Demand Bab 13 Maintaining Customer's Loyalty Bab 14 Creating Competitive Advantage Bab 15 Developing a Positive Image for the Company