Marketing Management (Asia Edition, 3rd Edition)

Author: Kotler et al., translated by Mei Qinghao
Publisher:
Publish Date: 2005-05-01
Features: This edition continues the essence of the previous two versions. The authors connect 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 authors vividly present Asian marketing practices to readers, encouraging them to conduct marketing research, brand building, promotional campaigns, and distribution within an Asian cultural context. They also establish 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.