Marketing management an Asian perspective

• Main Authors: Kotler, Philip (Author), Angadi Patricia (Author), Leong, Siew Meng (Author), Tan, Tiong Chin (Author)
• Format: Book
• Language: English
• Published: Singapore Prentice Hall 2003
• Edition: Third Edition
• Subjects: Marketing > Management > Asia; Marketing > Management
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxvi, 771 pages colour illustrations 26 cm
• Bibliography: Includes bibliographical references and indexes
• ISBN: 0131001353; 0131066250

Marketing Management, Third Edition builds on the, multidisciplinary perspective and comprehensive coverage of its predecessors, while emphasizing new technology and marketing procedures in today's market, i.e. the Internet and the marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing and customer relationship management in Asia. The text presents cutting-edge marketing concepts and practices for Asian marketing in the region's 12 most promising markets to provide an accessible, analytically based universal marketing approach to Asian insights. The authors examine understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the marketing offering and managing and delivering marketing programs. For marketing professionals.