Includes bibliographical references and index.

Part 1 - Understanding Marketing Management -- Chapter 1: Defining Marketing for the 21st Century -- Chapter 2: Developing Marketing Strategies and Plans -- Part 2 - Capturing Marketing Insights -- Chapter 3: Gathering Information and Scanning the Environment -- Chapter 4: Conducting Marketing Research and Forecasting Demand -- Part 3 - Connecting with Customers -- Chapter 5: Creating Customer Value, Satisfaction, and Loyalty -- Chapter 6: Analyzing Consumer Markets -- Chapter 7: Analyzing Business Markets -- Chapter 8: Identifying Market Segments and Targets -- Part 4 - Building Strong Brands -- Chapter 9: Creating Brand Equity -- Chapter 10: Crafting the Brand Positioning Chapter 11: Competitive Dynamics -- Part 5 - Shaping the Market Offerings -- Chapter 12: Setting Product Strategy -- Chapter 13: Designing and Managing Services -- Chapter 14: Developing Pricing Strategies and Programs -- Part 6 - Delivering Value -- Chapter 15: Designing and Managing Marketing Channels and Value Networks -- Chapter 16: Managing Retailing, Wholesaling, and Logistics -- Part 7 - Communicating Value -- Chapter 17: Designing and Managing Integrated Marketing Communications -- Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations -- Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling -- Part 8 - Creating Successful Long-Term Growth -- Chapter 20: Introducing New Market Offerings -- Chapter 21: Tapping into Global Markets -- Chapter 22: Managing a Holistic Marketing Organization CoursesBK0401, Marketing ManagementBK0402, Graduate Marketing Management

For undergraduates studying Marketing Management courses

Marketing Management: An Asian Perspective, 6/E continues to showcase the excellent content that Kotler has created with examples and case studies that are easily recognized. This enables students to relate to and grasp marketing concepts better.