Strategic marketing management in Asia : case studies and lessons across industries / foreword by Jaideep Prabhu ; endorsements by Jagdish Sheth, Kasturi Rangan, Abdul Mannan ; edited by Syed Saad Andaleeb, Khalid Hasan.

Format:

Book

Contributor:

Andaleeb, Syed Saad, editor.

Ḥasan, Khālid, editor.

Prabhu, Jaideep C., writer of foreword.

Sheth, Jagdish N., sponsoring body.

Rangan, Kasturi, sponsoring body.

Mannan, Abdul, sponsoring body.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Asia.

Physical Description:

1 online resource (589 pages) : illustrations (some color)

Edition:

1st ed.

Place of Publication:

Bingley, England : Emerald Group Publishing Limited, 2017.

Summary:

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 felt 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:

Evolution of marketing as a discipline / Syed Ferhat Anwar

Marketing environment / Geok Theng Lau

Strategic planning and marketing models / Khandoker Mahmudur Rahman

Marketing research / Syed Saad Andaleeb and Khalid Hasan

Consumer behavior / Syed Saad Andaleeb and Shiraz Latiff

Market segmentation, targeting, and positioning / Syed Saad Andaleeb

Product decisions / Murali Manohar Bhupathi

New product development / Ehsan ul Haque and Khalid Hasan

Packaging / Khandoker Mahmudur Rahman

Branding and brand management / Bushan D. Sudhakar

Consumer behavior and the anatomy of a brand / Uditha Liyanage

Services marketing / Syed Saad Andaleeb

Pricing strategy / Rajesh C. Jampala

Integrated marketing channels / Saroj Kumar Datta and Shamindra Nath Sanyal

Integrated marketing communications / Murali Manohar Bhupathi

Sales force management / J. Clement Sudhahar

Social marketing and social business / Khalid Hasan

Rural marketing / Anurudra Bhanot.

Notes:

Includes bibliographical references.

Print version record