Marketing Management : An Asian Perspective /
The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first e...
| Main Authors: | , , , |
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| Format: | text |
| Language: | eng |
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Singapore : Prentice-Hall,
1999
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| Subjects: |
| _version_ | 1826371030380183552 |
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| author | Kotler, Philip author 301835 Ang, Swee Hoon, author 627381 Tan, Chin Tiong, author 627380 Leong, Siew Meng, author 627382 |
| author_facet | Kotler, Philip author 301835 Ang, Swee Hoon, author 627381 Tan, Chin Tiong, author 627380 Leong, Siew Meng, author 627382 |
| author_sort | Kotler, Philip author 301835 |
| collection | OCEAN |
| description | The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers. |
| first_indexed | 2024-03-04T16:27:48Z |
| format | text |
| id | KOHA-OAI-TEST:79672 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-04T16:27:48Z |
| publishDate | 1999 |
| publisher | Singapore : Prentice-Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:796722021-10-18T04:21:24ZMarketing Management : An Asian Perspective / Kotler, Philip author 301835 Ang, Swee Hoon, author 627381 Tan, Chin Tiong, author 627380 Leong, Siew Meng, author 627382 textSingapore : Prentice-Hall,1999©1999engThe book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers.Includes bibliographical references and index.Assessing marketing's critical role in organizational performance -- Building customer satisfaction through quality, service and value -- Winning markets through market-oriented strategic planning -- Scanning the marketing environment -- Developing new products -- Designing and managing global marketing strategies -- Selecting and managing marketing channels -- Managing direct and online marketing -- Organizing, implementing, evaluating, and controlling merketing activities.The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers.MOHAIMINAH KHAYON;PSZ_JBMarketingURN:ISBN:0130109800 |
| spellingShingle | Marketing Kotler, Philip author 301835 Ang, Swee Hoon, author 627381 Tan, Chin Tiong, author 627380 Leong, Siew Meng, author 627382 Marketing Management : An Asian Perspective / |
| title | Marketing Management : An Asian Perspective / |
| title_full | Marketing Management : An Asian Perspective / |
| title_fullStr | Marketing Management : An Asian Perspective / |
| title_full_unstemmed | Marketing Management : An Asian Perspective / |
| title_short | Marketing Management : An Asian Perspective / |
| title_sort | marketing management an asian perspective |
| topic | Marketing |
| work_keys_str_mv | AT kotlerphilipauthor301835 marketingmanagementanasianperspective AT angsweehoonauthor627381 marketingmanagementanasianperspective AT tanchintiongauthor627380 marketingmanagementanasianperspective AT leongsiewmengauthor627382 marketingmanagementanasianperspective |