Capon's Marketing Principles (Asia Edition)

Preface
Acknowledgements
Concluding Statement
Abbreviations Glossary

SECTION Ⅰ: MARKETING AND THE FIRM
Chapter 1 : Introduction to Managing Marketing
Chapter 2 : The Value of Customers

SECTION Ⅱ : FUNDAMENTAL INSIGHTS FOR STRATEGIC MARKETING
Chapter 3 : Market Insight
Chapter 4 : Customer Insight
Chapter 5 : Insight about Competitors, Company, and Complementers
Chapter 6 : Marketing Research
TRANSITION TO STRATEGIC MARKETING

SECTION Ⅲ: STRATEGIC MARKETING
Imperative 1: Determine and Recommend Which Markets to Address
Chapter 7 : Identifying and Choosing Opportunities
Imperative 2: Identify and Target Market Segments
Chapter 8 : Market Segmentation and Targeting
Imperative 3: Set Strategic Direction and Positioning
Chapter 9 : Market Strategy-Integrating Firm Efforts for Marketing Success
Chapter 10 : Managing through the Life Cycle
Chapter 11 : Managing Brands

SECTION Ⅳ: IMPLEMENTING THE MARKET STRATEGY
Imperative 4: Design the Market Offer
Part A. Providing Customer Value
Chapter 12 : Managing the Product Line
Chapter 13 : Managing Services and Customer Services
Chapter 14 : Developing New Products
Part B. Communicating Customer Value
Chapter 15 : Integrated Marketing Communications
Chapter 16 : Mass and Digital Communication
Chapter 17 : Directing and Managing the Field Sales Effort
Part C. Delivering Customer Value
Chapter 18 : Distribution Decisions
Chapter 19 : Retailing and Wholesaling
Part D. Getting Paid for Customer Value
Chapter 20 : Critical Underpinnings of Pricing Decisions
Chapter 21 : Setting Prices
Imperative 5: Secure Support from Funcions
Chapter 22 : Ensuring the Firm Implements the Market Offer as Planned: Becoming an Externally Oriented Firm
Imperative 6: Monitor and Control
Chapter 23 : Monitoring and Controlling Firm Performance and Fuctioning

SECTION Ⅴ: SPECIAL MARKETING TOPICS
Chapter 24 : International, Regional, and Global Marketing
Chapter 25 : Ethical, Legal, and Socially Responsible Decisions in Marketing

Concluding Comment
Endnotes
Answers
Glossary
Credits
Index