Principles of Marketing

Swee Hoon Ang
Additional contact information
Swee Hoon Ang: National University of Singapore, Singapore

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: Principles of Marketing

Keywords: Marketing; Marketing Process; Product; Product Life Cycle; Marketing Strategy; Marketing Partnership; Marketing Analytics; Customer Insights; Churn; Buyer Behavior; Market Segmentation; Market Positioning; Sustainable Marketing; Global Marketing; Digital Marketing; Promotion; Price; Pricing; New Product; Branding; Services; Market Targeting; Business Buyer Behavior; Marketing Environment; Marketing in Asia; Business; Consumer; Social Cause Marketing; AI in Marketing; Marketing Principles; Marketing Practices; Grab; Gojek; Shein; Perfect Diary; Innisfree; BTS; Taylor Swift; Chagee; Pocari; Marketing Principles (search for similar items in EconPapers)
JEL-codes: L81 M10 M30 M31 M37 (search for similar items in EconPapers)
Date: 2026
ISBN: 9789819834426
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/worldscibooks/10.1142/14916 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 The Marketing Process , pp 1-20

Swee Hoon Ang

Ch 2 Marketing Strategy and Partnership , pp 21-38

Swee Hoon Ang

Ch 3 Marketing Environment , pp 39-56

Swee Hoon Ang

Ch 4 Marketing Analytics for Customer Insights , pp 57-71

Swee Hoon Ang

Ch 5 Consumer Buyer Behaviour , pp 72-103

Swee Hoon Ang

Ch 6 Business Buyer Behaviour , pp 104-112

Swee Hoon Ang

Ch 7 Segmentation, Targeting and Positioning , pp 113-152

Swee Hoon Ang

Ch 8 Product , pp 153-173

Swee Hoon Ang

Ch 9 Branding and Services , pp 174-195

Swee Hoon Ang

Ch 10 New Products and Product Life Cycle , pp 196-221

Swee Hoon Ang

Ch 11 Price , pp 222-250

Swee Hoon Ang

Ch 12 Place , pp 251-283

Swee Hoon Ang

Ch 13 Promotion , pp 284-310

Swee Hoon Ang

Ch 14 Digital Marketing , pp 311-331

Swee Hoon Ang

Ch 15 Sustainable Marketing and Going Global , pp 332-351

Swee Hoon Ang

Ch 16 CASE STUDIES , pp 353-416

Swee Hoon Ang

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wsbook:14916

Ordering information: This item can be ordered from

Access Statistics for this book

More books in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().