Marketing Management, Third Edition builds on the, multidisciplinary perspective and comprehensive coverage of its predecessors, while emphasizing new technology and marketing procedures in today's market, i.e. the Internet and the marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing and customer relationship management in Asia. The text presents cutting-edge marketing concepts and practices for Asian marketing in the region's 12 most promising markets to provide an accessible, analytically based universal marketing approach to Asian insights. The authors examine understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the marketing offering and managing and delivering marketing programs. For marketing professionals.

Marketing Management: An Asian Perspective

Business & Money

Kotler,Philip

Tan, Chin Tiong

Ang, Swee Hoon

Leong, Siew Meng

Marketing & Sales

Pearson

Principles of Marketing: An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of Asian marketing. While providing the most up-to-date marketing coverage, this book also makes learning about and teaching Asian marketing easier and more exciting for both students and instructors. Marketing is presented in a practical, exciting, and easy to digest manner. The text is filled with interesting examples and stories about real companies and their marketing practices. Moreover, the integrated, cutting-edge teaching and learning package gives instructors the power to customize students' educational experience.

Principles of Marketing: An Asian Perspective

ARMSTRONG, Gary

Tse, David K.

PRENTICE/HALL

New Asian Emperors

Much has been written about the rise of the Asian economies in recent decades, and their coming economic dominance in the next century. The New Asian Emperors shows how and why overseas Chinese companies are achieving dominance in the Asia Pacific. In the wake of the Asian Currency crisis, this book takes a fresh look at the role of the overseas Chinese as they continue to create some of Asia's most wealthy and successful companies. In particular, the authors tackle the principal difference between Western and Eastern business practices. The overseas Chinese, due to their origins and history developed a unique form of management - now they maintain it as their competitive advantage. Although Asian governments are currently floundering, the overseas Chinese networks continue to prosper. The authors explain the following to Eastern and Western managers:the sources and characteristics of overseas Chinese management,how to combat the overseas Chinese,the strengths and exploitable weaknesses of the overseas Chinese,whether overseas Chinese management practices will spread in the same way as Japanese management did,whether Western management technologies will find themselves outclassed.A feature of the book are the exclusive, in-depth interviews with the New AsianEmperors since most of them avoid the press and little is known of them.

Haley, George

Haley, Usha C.V.

Economics

Routledge

Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts whether international or from within Asia that are presented in the cases, examples and vignettes. To help students to better relate what they are learning to their daily lives, examples comprising recognizable brand names and companies are used. Together with the use of strong visuals, students will find the text an exciting read motivating and creating in them an interest in marketing. At the same time, non-native speaking Asian students will appreciate the concise language and visual learning aids included to help them grasp marketing concepts easily. To encourage students to stay abreast of latest developments in marketing, Principles of Marketing: A Global Perspective provides a good coverage of contemporary marketing issues like the use of technology in marketing and marketing ethics. New Features with Great Benefits and Advantages In this edition, you will find that we have: Selected a good mix of international and Asian cases and vignettes Made the text more concise and used visual aids to make learning easier. Refreshed our coverage of contemporary marketing with new and updated materials 1) A good mix of international and Asian cases and vignettes 2) Concise with Engaging Visuals Principles of Marketing: A Global Perspective makes learning from the text easier for Asian students, who are non-native speakers of English. The effective use of visual learning aids also enables students to obtain a firm grasp of concepts quickly and is an attractive tool for revision. 3) Coverage on Contemporary Marketing Issues Keep your students at the front of the pack! In today s globally-connected world, it is important for them to keep abreast of must-know marketing issues and be critical thinkers of how these affect them.

Principles of Marketing: A Global Perspective

PHILIP KOTLER

Gary Armstrong

Oliver Yau

Pearson/Education

Marketing Management: An Asian Perspective has been successful in offering a learning product that combines the excellent content that Kotler has done with examples and case studies from a relevant Asian viewpoint. The 5th Edition builds on the strengths of the previous editions, with an emphasis on highlighting emerging market trends to help students stay relevant in today s fast-changing marketing environment. Marketing Management is typically taught through case studies, and is application-oriented. It is therefore important to showcase companies and brands that have been successful in their marketing strategies. An effort has been made to ensure that familiar Asian and international brands/companies are featured. This enables students relate to the analyses of these case studies and vignettes. Framework / Approach The 5th Edition makes an effort to reflect the changes in marketing management. It now includes (1) Global brand names that have marketed themselves successfully throughout the world, (2) Emerging markets and trends, and (3) A greater focus on technology. Features Unique to MMA 1. NEW and IMPROVED - International case studies and examples in the proportion of: 40% international companies in a non-Asian context 40% international companies in an Asian context 20% Asian companies in an Asian context / non-Asian context oAdvantage: Provides a balanced look at international marketing activities oBenefit: Students in Asia relate much better when they can recognize brands or company names which are familiar, especially MNCs which operate widely in this region 2. NEW - Cases on emerging markets and trends for eg Tata in India. oAdvantage and Benefit: Students are kept up-to-date and informed of up-and-coming markets and trends. 3. NEW - More focus on technology oAdvantage and Benefit : With online marketing becoming increasingly popular, we have included examples to show students how some companies incorporate e-marketing.

Marketing Management: An Asian Perspective - 5th Edition

Kevin Lane Keller

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