Marketing Management (Asia Edition. Volume 1)

Author: H. Philip Kotler [USA]
Publisher:
Publish Date: 1998-02-01
Features: How to recognize the important role of marketing in organizations and society? How to achieve customer satisfaction through quality, service, and value? How to establish a competitive foundation through market-oriented strategic planning? How to develop the marketing management process and marketing plan? This is a thoroughly "Asianized" marketing masterpiece. Its publication coincided with the rapid growth of the Asian economy and its gradual transformation into a new pillar of the global economy. It successfully integrates the actual situation of Asia, making it more authoritative for Asian students and managers.
Introduction: This book is written based on the characteristics of the Asian market, introducing marketing strategies, methods, countermeasures, and successful cases after the Asian financial crisis and market downturn. It is a university textbook on marketing management, recognized worldwide and specifically written for Asians.