Rethinking Marketing: Sustainable Marketing Enterprise in Asia - (PHS NO US SALE)

The objective of this book is to offer a fresh perspective to entrepreneurs and business managers on understanding how successful business strategies are crafted and how such enterprises are managed in Asia. Steering away from the conventional approach of most textbooks on Asian business, the scope of the book covers a holistic perspective, which combines a scintillating host of marketing and strategy theories with Asian business philosophy. This ingenious concoction brings about a broad-based approach to viewing the myriad problems that assailed Asian-based firms from time to time. As a consequence, firms are in a better position to solve their problems. For greater clarity of thoughts and practicality, the theories are operationalised through a number of models and frameworks. Interwoven into articulation of the concepts are the experiences of Asian firms and captains of industry. In addition, cases are included to provide illustrations of how the concepts may be usefully applied. Overall, this book aims to contribute to our current knowledge of how to run a successful enterprise in Asia. Practitioners and industry executives will find this book useful.