In this edition the casebook explores the different marketing strategies in the Asia-Pacific region through various conceptual chapters, seven country profiles, twenty-nine cases, and a collection of prominent companies from other parts of Asia. Chapter One introduces the reader to different approaches to business trategies of Asian firms and examines their goals, objectives and aims. Chapter Two and Three analyse the external and internal environment, with local organisations like the Korean chaebol, the Japanese kiretsu and the Chinese family business. Chapter Four looks at the strategic atternatives and conceptual tools, and Chapter Five deals with the implementation and control in the context of various organisation types.
- Japan
- Korea
- Hong Kong
- Taiwan
- Singapore
- China
- India
- Other Asia
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