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Strategic Marketing Management in Asia

Case Studies and Lessons across Industries

Format: Hardback
Publisher: Emerald Publishing Limited, Bingley, United Kingdom
Published: 22nd Dec 2016
Dimensions: w 152mm h 229mm d 32mm
Weight: 956g
ISBN-10: 1786357461
ISBN-13: 9781786357465
Barcode No: 9781786357465
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.

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Editors Andaleeb and Hasan present readers with a collection of professional and academic perspectives on the Asian business environment and the bringing of advanced marketing concepts to bear on the development of Asian business in a globalizing context. The eighteen selections that make up the main body of the text are devoted to the evolution of marketing as a discipline, the marketing environment, strategic planning and marketing models, marketing research, consumer behavior, market segmentation, and a wide variety of other related subjects. Syed Saad Andaleeb is a faculty member of Pennsylvania State University. Khalib Hasan is with the Nielsen Company of Canada. -- Annotation (c)2017 * ( *