Marketing management : an Asian perspective / Philip Kotler ... [and others].

Format:

Book

Contributor:

Kotler, Philip.

John G. Hartman Memorial Library Fund.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Asia--Management.

Management.

Asia.

Physical Description:

xvi, 904 pages : illustrations ; 24 cm

Edition:

Second edition.

Place of Publication:

Singapore ; New York : Prentice Hall, 1999.

Summary:

The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers.

Contents:

Assessing marketing's critical role in organizational performance

Building customer satisfaction through quality, service and value

Winning markets through market-oriented strategic planning

Scanning the marketing environment

Developing new products

Designing and managing global marketing strategies

Selecting and managing marketing channels

Managing direct and online marketing

Organizing, implementing, evaluating, and controlling merketing activities.

Notes:

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the John G. Hartman Memorial Library Fund.

ISBN:

0130109800

OCLC:

42898525