Marketing Management (Asian Cases)

Author: Shu Haomu
Publisher:
Publish Date: 2006-11-01
Features: This is a case collection on Asian corporate marketing management and strategy written by professional researchers from Asia, introducing the current experiences and challenges of Asian enterprises in marketing management. These cases have been carefully selected to fully reflect the geographical and economic diversity of various Asian countries and regions. The cases cover a wide range of topics, including both successful enterprises and some high-risk, failed ones. This book is suitable for undergraduate and graduate students, corporate marketing managers, and all managers who wish to achieve success for their companies in Asia. Since this book is written entirely in line with the structure of "Marketing Management" (Asia Edition, 3rd Edition) edited by Philip Kotler, Hong Ruiyun, Liang Shaoming, and Chen Zhenzhong, using both books together can be highly complementary.