Synopsis
Marketing Management is the leading marketing text because it consistently reflects changes in marketing theory and practice. The fourteenth edition of Marketing Management: A South Asian Perspective preserves many of the distinguishing features of the past editions and, at the same time, provides revised and updated content from the global as well as local context.
Features of this book (Marketing Management A South Asian Perspective)
- Brand new chapter-opening vignettes that can serve as great classroom discussion starters - Updated and revised Marketing Memo and Marketing Insight boxes that provide in-depth insights into the practical aspects of marketing and discuss the challenges and opportunities unique to rural markets in South Asia
- Many new in-text cases, in addition to Marketing Excellence cases at the end of each chapter
- Dramatic changes in the current marketing environment addressed through subsections on issues such as marketing during economic downturns, the rise of sustainability and "green" marketing, and the increasing role of digital media in marketing
- Reorganized material to focus on customer value as the central theme of the South Asian edition
- Focus on holistic marketing-the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today's marketing environment
- Powerful teaching and learning support through a detailed instructors' manual, PowerPoint lecture slides, and test-item files
