Marketing Management: Asia Edition, 3rd Edition

Author: Mei Qinghao
Publisher:
Publish Date: 2005-05-01
Features: This edition continues the essence of the previous two versions. The author connects current marketing management practices with the characteristics of Asian markets through various techniques. The book uses over 200 Asian cases, including many from China such as Lenovo and Haier. The author vividly presents Asian marketing practices to readers, encouraging them to conduct marketing research, brand building, promotional campaigns, and distribution within the cultural context of Asia. It also establishes a vision for future marketing learning. It is a "treasure trove" of Asian marketing. While helping readers master the basic skills for improving market fit and customer identification, the book also deepens their understanding of marketing philosophy.