Marketing Management: A South Asian Perspective
Book Summary:
This text book 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. This book examine understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the marketing offering and managing and delivering marketing programs. For marketing professionals.
ISBN’s: 9789810687977, 9780132102926
Authors:
Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
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