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Marketing Management

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en Limba Engleză Paperback – 03 Oct 2008
Marketing Management: An Asian Perspective has been successful in offering a learning product that combines the excellent content that Kotler has done with examples and case studies from a relevant Asian viewpoint.

The 5th Edition builds on the strengths of the previous editions, with an emphasis on highlighting emerging market trends to help students stay relevant in today’s fast-changing marketing environment.

Marketing Management is typically taught through case studies, and is application-oriented. It is therefore important to showcase companies and brands that have been successful in their marketing strategies. An effort has been made to ensure that familiar Asian and international brands/companies are featured. This enables students relate to the analyses of these case studies and vignettes.
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Specificații

ISBN-13: 9789810679934
ISBN-10: 9810679939
Pagini: 896
Dimensiuni: 216 x 274 x 29 mm
Greutate: 1.79 kg
Ediția: 5 Nouă
Editura: Pearson Education
Colecția Pearson Ed Asia
Locul publicării: Jurong, Singapore

Caracteristici

  • NEW and IMPROVED – International case studies and examples in the proportion of:
    40% international companies in a non-Asian context
    40% international companies in an Asian context
    20% Asian companies in an Asian context / non-Asian context
  • Advantage: Provides a balanced look at international marketing activities
  • Benefit: Students in Asia relate much better when they can recognize brands or company names which are familiar, especially MNCs which operate widely in this region
  • NEW – Cases on emerging markets and trends for, e.g. Tata in India.
  • Advantage and Benefit: Students are kept up-to-date and informed of up-and-coming markets and trends.
  • NEW – More focus on technology
  • Advantage and Benefit: With online marketing becoming increasingly popular, we have included examples to show students how some companies incorporate e-marketing.