Strategic Marketing Management in Asia: Cases Studies and Lessons across Industries

Author: Andaleeb, Syed Saad/ Hasan, Khalid

ISBN: 978-1-78635-746-5

Publisher: Emerald

Call No: 658.80095

Summary: Editors Andaleeb and Hasan present readers with a collection of professional and academic perspectives on the Asian business environment and the bringing of advanced marketing concepts to bear on the development of Asian business in a globalizing context. The eighteen selections that make up the main body of the text are devoted to the evolution of marketing as a discipline, the marketing environment, strategic planning and marketing models, marketing research, consumer behavior, market segmentation, and a wide variety of other related subjects.