MARKETING MANAGEMENT AN ASIAN PERSPECTIVE

MARKETING MANAGEMENT AN ASIAN PERSPECTIVE

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A textbook for advanced business undergrads and MBA students. The authors use an analytical, broad-based approach in their discussion of topics such as researching target markets, marketing information systems, designing market strategies, launching new products and services, advertising programs, m...

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Bibliographic Details
Main Authors: Kotler, Philip (Author), Siew, Meng Leong (Author), Swee, Hoon Ang (Author), Chin, Tiong Tan (Author)
Format: Book
Language:English
Published: Singapore Prentice Hall, Inc. 1996
©1996
Subjects:
Marketing > Management
Marketing > Management > Asia
Online Access:Click Here to View Status and Holdings.
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Summary:A textbook for advanced business undergrads and MBA students. The authors use an analytical, broad-based approach in their discussion of topics such as researching target markets, marketing information systems, designing market strategies, launching new products and services, advertising programs, managing the salesforce, evaluating and controlling market performance, and the Asian marketplace. They include many case studies of marketing situations and companies' tactics from real-world situations in Asia.
Physical Description:xviii, 1055 pages illustrations 23 cm
Bibliography:Includes bibliographical references and indexes
ISBN:0132548976

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