Marketing Management: An Asian Perspective

From the publisher this book presents marketing management ideas within asian context and introduces unique asian marketing ideas and institutions. This book uses actual asian company cases to illustrate and analyze various marketing principles, strategies, and practices. Tackles the subject matter using a basic disciplines perspective, focusing on economics, behavioral science, management theory, and mathematics. Editorial reviews - marketing management from the publisher this book presents marketing management ideas within asian context and introduces unique asian marketing ideas and institutions. This book uses actual asian company cases to illustrate and analyze various marketing principles, strategies, and practices. Tackles the subject matter using a basic disciplines perspective, focusing on economics, behavioral science, management theory, and mathematics. Booknews a textbook for advanced business undergrads and mba students. The authors use an analytical, broad-based approach in their discussion of topics such as researching target markets, marketing information systems, designing market strategies, launching new products and services, advertising programs, managing the salesforce, evaluating and controlling market performance, and the asian marketplace. They include many case studies of marketing situations and companies' tactics from real-world situations in asia. Annotation c. By book news, inc., portland, or. Features - marketing management table of contents table of contents about the authorspreface1understanding the critical role of marketing in organizations and society12building customer satisfaction through quality, service, and value403laying the groundwork through market-oriented strategic planning724managing the marketing process and marketing planning1075marketing information systems and marketing research1446analyzing the marketing environment1817analyzing consumer markets and buyer behavior2028analyzing business markets and bus