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Strategic Asian marketing an essential guide for managers by Hean Tat Keh

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Published by Pearson Prentice Hall in Singapore, New York .
Written in English

Book details:

Edition Notes

Includes bibliographical references and index.

Other titlesEssential guide for managers
StatementHean Tat Keh, Jeongwen Chiang.
ContributionsChiang, Jeongwen.
The Physical Object
Paginationxvii, 269 p. :
Number of Pages269
ID Numbers
Open LibraryOL3339741M
ISBN 10981244565X
LC Control Number2004337106

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Martin Roll's Book on Asian Brand Strategy draws very relevant parallels between the Western approach to corporate management and marketing and that in Asian companies. Martin analyzes why Asian companies, which often have larger asset bases and investments in manufacturing than their Western counterparts often are not able to capture the same brand value.4/5(7). A unique feature of the book are separate chapters on social business and rural marketing." Professor Jagdish Sheth "There is no major concept that the book has left out, yet it is succinct and immensely readable. But the real benefit of the book is its inclusion of excellent cases from South Asia to anchor and animate the concepts in the chapter. Strategic Marketing Management in Asia Case Studies and Lessons across Industries With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses. This book acts as a bridge between marketing and strategic management, as it is written from a strategic marketing perspective. It provides students and practising managers with an appreciation and an understanding of how managers in Japanese and South Korean companies formulate and implement strategic marketing decisions, how they embrace the organizational learning concept, and how they.

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