Marketing Management. Asian Edition (Second Edition)

Author: [US] Philip Kotler
Publisher:
Publish Date: 2002-06-01
Features: The new content added in this book includes:
- Explaining the impact of the Asian financial crisis on marketing in the region.
- Adding introductions to Asian advertising illustrations and communication materials to enhance readers' understanding.
- Increasing new marketing cases, especially those from China, Hong Kong, and India.
- Providing more cross-cultural marketing analysis essays between different countries.
- Updating information on Asian consumers and their roles, behaviors, and experience data in the market.
- Expanding the discussion on Asian marketing issues.
- The newly added Chapter 23 introduces new information, communication, and sales channel challenges that marketers are concerned about and face.
- Adding a completely new chapter-end section "Concept Application," many of which focus on how Asian companies can address practical marketing challenges.
About the Author: Philip Kotler, a world-renowned marketing authority, is currently a professor at the Kellogg School of Management, Northwestern University. He earned an M.S. in Economics from the University of Chicago and a Ph.D. in Economics from the Massachusetts Institute of Technology. He has published 15 books and over 100 articles in leading journals. He also serves as the Director of the Marketing Division of the Academy of Management, a consultant to the American Marketing Association, and a council member of the Marketing Science Institute. He has served as a consultant to world-renowned companies such as AT&T, Bank of America, Ford, General Electric, and IBM. His notable awards for outstanding contributions to marketing science include the Paul D. Krehbiel Award, the Outstanding Marketing Education Award (1985), and the Charles Coolidge Parlin Award.
Swee Hoon Ang: Lecturer at the Business School, National University of Singapore. She earned her Ph.D. in Marketing from the University of Cambridge, UK. Her research areas include advertising, consumer behavior, and service marketing. She also serves as a council member of the Singapore Marketing Association and the president of the National Business Strategy Research Institute, and has provided consulting services to numerous companies and institutions.
Siew Meng Leong: Senior Lecturer at the Business School, National University of Singapore. He earned his MBA and Ph.D. in Business Administration from the University of Wisconsin. His research areas include consumer behavior, sales management, and marketing management. He serves as a council member of the Singapore Marketing Association, a member of the editorial board of several marketing journals, and has provided consulting services to numerous companies and institutions.
Chin Tiong Tan: Director of the Marketing Department and Associate Professor at the Business School, National University of Singapore. He earned his Ph.D. in Marketing from Pennsylvania State University. He has been a visiting scholar at the Helsinki School of Economics and Business and the University of the Witwatersrand in South Africa. Dr. Tan serves as a member of the editorial board of several international journals and as a director of several companies in Singapore. He is currently the president of the Singapore Marketing Association, a council member of the Asia-Pacific Marketing Association, and an academic advisor to the Singapore Airlines Management Development Center. He has also provided consulting services to numerous international companies.