- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
Completely revised and updated to match current needs, especially after COVID, Strategic Marketing Management in Asia was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing. Asia comprises more than 60 percent of the global population, living in 51 sovereign nations. According to the World Bank's financial forecasts, Asia is the fastest growing economic region, and the largest continental economy in terms of Purchasing Power Parity (PPP), in the world. The continent is currently undergoing rapid growth and industrialization spearheaded by China and India, the two fastest growing major economies in the world.
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 need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses. Featuring top academics and practitioners, this book helps academics and students understand key issues, especially in the context of changing economic and related challenges in the Asian markets. Multi-industry case studies address how market opportunities need to be created, how to leverage constrained capabilities, and how to create sustainable, competitive advantage to pursue profitable growth in Asia. The case studies are drawn from across Asia, including Bangladesh, India, Sri Lanka, Malaysia, Myanmar, Pakistan, Vietnam and Singapore.
Contents
PART 1. OVERVIEW OF STRATEGIC MARKETING
Chapter 1. Strategic Marketing Management: An Overview; Syed Saad Andaleeb
Chapter 2. Strategic Planning and Marketing Models; Khandoker Mahmudur Rahman
PART 2. ANALYZING MARKETING OPPORTUNITIES
Chapter 3. The Marketing Environment; Lau Geok Theng
Chapter 4. Marketing Research; Syed Saad Andaleeb and Khalid Hasan
Case: Fraudulent Field Survey, AI and Data Collection; Khalid Hasan
Case: Qualitative and Visual Consumer Insights in Asian Markets; Russell Belk
Chapter 5. Consumer Behavior; Syed Saad Andaleeb and Shiraz Latiff
Case: Diva - The Rural Sri Lankan Laundry 'Queen'; Shiraz Latiff
Chapter 6. Market Segmentation, Targeting and Positioning; Syed Saad Andaleeb
Case: Square Toiletries Ltd. & Senora: Overcoming Personal Hygiene Challenges; Syed Saad Andaleeb
PART 3. UNDERSTANDING THE MARKETING MIX
Chapter 7. Product Decisions; Murali Manohar Bhupathi
Case: Bajaj Scooter - The Commoners' Bike; Murali Manohar Bhupathi
Chapter 8. New Product Development; Ehsan ul Haque
Case: Procter and Gamble, Pakistan: The Ariel Launch; Ehsan ul Haque
Chapter 9. Branding and Brand Management; Bushan D Sudhakar
Case: Garuda Indonesia: Building a Brand; Hermawan Kartajaya, Jacob Silas Mussry, Iwan Setiawan, and Syed Saad Andaleeb
Chapter 10. Packaging; Khandoker Mahmudur Rahman
Chapter 11. Services Marketing; Syed Saad Andaleeb
Case: Targeting Outreach Programs in Myanmar: Services Marketing To Female Sex Workers; Han Win Htat, Laura C Hall, Robert P Gray, Khin Swe Swe, and Than Naing Oo
Chapter 12. Pricing Strategy; Rajesh C. Jampala
Case: Sri Lankan Biscuit Industry's Pricing Quagmire; Ajith Medis and Sugeeth Patabendige
Chapter 13. Integrated Marketing Channels; Saroj Kumar Datta and Shamindra Nath Sanyal
Chapter 14. Integrated Marketing Communications; Murali Manohar Bhupathi
Case: The Aditya Birla Group (ABG), India; Murali Manohar Bhupathi
Chapter 15. Sales Force Management; J Clement Sudhahar
PART 4. MARKETING FOR 21ST CENTURY AND BEYOND
Chapter 16. Digital Marketing; Faisal Wali, Shafiqur Rahman, and Sweta Thakur
Chapter 17. Rural Marketing; Andy Bhanot
Chapter 18. Social Marketing; Khalid Hasan
