The power of marketing : practitioner perspectives in Asia
Print Book, English, 2008
Penerbit Salemba Empat, Jakarta, 2008
xl, 323 pages : illustrations
9789796914456, 979691445X
968144111
Part 1: History
Domain of marketing
Concept development
Part 2: Core assignments
How marketing works
Planning
The offer: product
The offer: price
The offer: place-distribution
supply chain
The offcer: promotion
IMMC
Formulating the strategic business direction
Part 3: The main tasks of a marketer
Managing R & D
Creating demand
Maintaining customer's loyalty
Creating competitive advantage
Developing a positive image for the company