Marketing in Asia uses an active-learning approach to bring traditional theories and contemporary concepts to life. It provides the most up-to-date, comprehensive, engaging, and integrated learning experience for marketing students and marketers in today's challenging world. Based on the best-selling U.S. text Marketing, Marketing in Asia is written with the Asian student in mind, with illustrations and case studies focused on companies in Asia to help the student understand the applications of marketing concepts by seeing these companies in action.
Part 1 Initiating the Marketing Process
Part 2 Understanding Buyers and Markets
Part 3 Targeting Marketing Opportunities
Part 4 Satisfying Marketing Opportunities
Part 5 Managing the Marketing Process