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Title Strategic marketing management in Asia : case studies and lessons across industries / foreword by Jaideep Prabhu ; endorsements by Jagdish Sheth, Kasturi Rangan, Abdul Mannan ; edited by Syed Saad Andaleeb, Khalid Hasan
Edition First edition
Published United Kingdom : Emerald, 2017
Online access available from:
EBSCO eBook Academic Collection    View Resource Record  
Emerald eBooks    View Resource Record  


Description 1 online resource (xxxvi, 552 pages)
Contents Evolution of marketing as a discipline / Syed Ferhat Anwar -- Marketing environment / Geok Theng Lau -- Strategic planning and marketing models / Khandoker Mahmudur Rahman -- Marketing research / Syed Saad Andaleeb and Khalid Hasan -- Consumer behavior / Syed Saad Andaleeb and Shiraz Latiff -- Market segmentation, targeting, and positioning / Syed Saad Andaleeb -- Product decisions / Murali Manohar Bhupathi -- New product development / Ehsan ul Haque and Khalid Hasan -- Packaging / Khandoker Mahmudur Rahman -- Branding and brand management / Bushan D. Sudhakar -- Consumer behavior and the anatomy of a brand / Uditha Liyanage -- Services marketing / Syed Saad Andaleeb -- Pricing strategy / Rajesh C. Jampala -- Integrated marketing channels / Saroj Kumar Datta and Shamindra Nath Sanyal -- Integrated marketing communications / Murali Manohar Bhupathi -- Sales force management / J. Clement Sudhahar -- Social marketing and social business / Khalid Hasan -- Rural marketing / Anurudra Bhanot
Bibliography Includes bibliographical references
Audience Specialized
Notes Print version record
Subject Marketing -- Asia -- Management.
Form Electronic book
Author Andaleeb, Syed Saad, editor
Hasan, Khalid (Social surveyor), editor
ISBN 1786357453 (MyiLibrary)
1786357461 (hbk.)
9781786357458 (MyiLibrary)
9781786357465 (hbk.)