Marketing Management (Asia Edition, Part 2)

Author: Philip
Publisher:
Publish Date: 1997-05-13
Features: Among the many renowned books on international marketing, Philip Kotler's Marketing Management stands out for its accurate concepts, clear structure, and rigorous logic. This Marketing Management (Asia Edition), co-authored by the marketing master and three Asian scholars, has the following characteristics:
(1) Novel content. It reflects the new achievements in the field of world marketing since the 1990s and outlines the blueprint for marketing in the 21st century.
(2) Strong academic rigor. From content to methodology, it provides readers (especially teaching and research professionals) with guidance from scientific theory, playing a significant role in promoting the development of a market marketing theory with Chinese characteristics.
(3) High practical value. Numerous Asian marketing cases and detailed descriptions of the Asian marketing environment not only give business professionals a sense of familiarity and freshness but also hold important practical significance for guiding Chinese enterprises to enter neighboring countries and regions, establishing and improving the image of Chinese enterprises, and ultimately increasing the international market share of Chinese products. For this reason, Marketing Management is revered worldwide as the "Bible of Marketing Science."