Strategic Marketing Management in Asia
Case Studies and Lessons across Industries
With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses.
Publication Date:
2016-12-19Editors:
- Syed Saad Andaleeb
- Khalid Hasan
Chapters:
- Prelims
- 1 Evolution of Marketing as a Discipline
- 2 Marketing Environment
- 3 Strategic Planning and Marketing Models
- 4 Marketing Research
- 5 Consumer Behavior
- 6 Market Segmentation, Targeting and Positioning
- 7 Product Decisions
- 8 New Product Development
- 9 Packaging
- 10 Branding and Brand Management
- 11 Consumer Behavior and the Anatomy of a Brand
- 12 Services Marketing
- 13 Pricing Strategy
- 14 Integrated Marketing Channels
- 15 Integrated Marketing Communications
- 16 Sales Force Management
- 17 Social Marketing and Social Business
- 18 Rural Marketing
- References
