Marketing Management (Asia Edition, 2nd Edition)

Author: (American) Kotler et al.
Publisher:
Publishing Time: 2003-01-01
Features: When "Marketing Management" (Asia Edition) was published, it coincided with the period of rapid and sustained economic development in Asia. Countries outside Asia were eager to enter the Asian market and urgently needed to understand the economic operations and business activities in Asia. However, the unforeseen Asian financial crisis occurred in mid-1997 and quickly evolved into an economic crisis. Revitalizing Asia hinges on the development of customer-oriented marketing. The purpose of the second edition of this book is to help marketers in the region capture new market opportunities and recommend new marketing approaches for economic downturns and sluggish market conditions. At the same time, this edition also retains the basic features of the edition.