Strategic Marketing Management in Asia: Case Studies and Lessons across Industries

Syed Saad Andaleeb
BRAC University, Dhaka, Bangladesh

Khalid Hasan
University of Dhaka, Bangladesh

Product Details
22 Dec 2016
Emerald Group Publishing Limited
592 pages - 152 x 229mm
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.  
Featuring top academics and practitioners, this book helps academics and students understand key issues, especially in the context of changing economic and related challenges in the Asian markets. Multi-industry case studies address how market opportunities need to be created, how to leverage constrained capabilities, and how to create sustainable, competitive advantage to pursue profitable growth in Asia. The case studies are drawn from across Asia, including Bangladesh, India, Sri Lanka, Malaysia, Myanmar, Pakistan, Vietnam and Singapore.
1. Evolution of Marketing as a Discipline - Syed Ferhat Anwar 2. Marketing Environment - Geok Theng Lau 3. Strategic Planning and Marketing Models - Khandoker Mahmudur Rahman 4. Marketing Research - Syed Saad Andaleeb and Khalid Hasan 5. Consumer Behavior - Syed Saad Andaleeb and Shiraz Latiff 6. Market Segmentation, Targeting, and Positioning - Syed Saad Andaleeb 7. Product Decisions - Murali Manohar Bhupathi 8. New Product Development - Ehsan ul Haque and Khalid Hasan 9. Packaging - Khandoker Mahmudur Rahman 10. Branding and Brand Management - Bushan D. Sudhakar 11. Consumer Behavior and the Anatomy of a Brand - Uditha Liyanage 12. Services Marketing - Syed Saad Andaleeb 13. Pricing Strategy - Rajesh C. Jampala 14. Integrated Marketing Channels - Saroj Kumar Datta and Shamindra Nath Sanyal 15. Integrated Marketing Communications - Murali Manohar Bhupathi 16. Sales Force Management - J. Clement Sudhahar 17. Social Marketing and Social Business - Khalid Hasan 18. Rural Marketing - Anurudra Bhanot
Syed Saad Andaleeb, Pennsylvania State University, USA; BRAC University, Bangladesh Khalid Hasan, The Nielsen Company; ResInt Canada

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