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Strategic Marketing Management in Asia

Cover of Strategic Marketing Management in Asia

Case Studies and Lessons across Industries

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Synopsis

Table of contents

(20 chapters)

Prelims

Pages i-xxxvi
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Evolution of Marketing as a Discipline

Pages 1-14
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Marketing Environment

Pages 15-57
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Strategic Planning and Marketing Models

Pages 59-110
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Marketing Research

Pages 111-160
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Consumer Behavior

Pages 161-178
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Market Segmentation, Targeting, and Positioning

Pages 179-207
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Product Decisions

Pages 209-224
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New Product Development

Pages 225-260
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Packaging

Pages 261-293
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Branding and Brand Management

Pages 295-314
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Consumer Behavior and the Anatomy of a Brand

Pages 315-350
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Services Marketing

Pages 351-382
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Pricing Strategy

Pages 383-402
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Integrated Marketing Channels

Pages 403-424
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Integrated Marketing Communications

Pages 425-445
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Sales Force Management

Pages 447-473
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Social Marketing and Social Business

Pages 475-509
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Rural Marketing

Pages 511-525
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References

Pages 527-552
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Cover of Strategic Marketing Management in Asia
DOI
10.1108/9781786357458
Publication date
2016-12-19
Editors
ISBN
978-1-78635-745-8
eISBN
978-1-78635-745-8
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