Strategic marketing management in Asia : case studies and lessons across industries / foreword by Jaideep Prabhu, ...

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Edité par Emerald - 2017 - [First edition]

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

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.

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