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Marketing Management: An Asian Perspective

(Hardback)

Siew-Meng Leong, Philip Kotler ,

Pearson Education (US) (Publisher)

Published

2004

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Economics, Finance, Business and Management Business and Management Sales and marketing

By: Siew-Meng Leong, Philip Kotler | Publisher: Pearson Education (US) | Released: 21 Apr 2004

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For International Marketing courses. Marketing Management, Third Edition builds on the multidisciplinary perspective and comprehensive coverage of its predecessors, while emphasizing new technology and marketing procedures in today's market, i.e. the Internet and the marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing and customer relationship management in Asia. The text presents cutting-edge marketing concepts and practices for Asian marketing in the region's 12 most promising markets to provide an accessible analytically based universal marketing approach to Asian insights.