For senior year undergraduate Marketing courses, and first year MBA courses in Marketing/International/Asian Business.
The book provides a broad-based approach to Asia-Pacific marketing case-studies. Cases include studies on products and services; consumer and business markets; profit and non-profit organizations; Asian firms operating within and outside of the region as well as non-Asian companies operating in Asia; small and large enterprises; manufacturing and trading businesses; and low- and high-technology industries.


Features

• Assembles 26 cases on local and multinational companies in 13 key markets in the region.
• Australia.
• China.
• Hong Kong.
• India.
• Indonesia.
• Japan.
• Malaysia.
• Pakistan.
• The Philippines.
• Singapore.
• South Korea.
• Taiwan.
• Thailand.

Parallels the structure of Marketing Management: An Asian Perspective by Kotler, Ang, Leong, and Tan.
Allows instructors to assign relevant case material corresponding to the six major sections of that text: Understanding Marketing Management, Analyzing Marketing Opportunities, Researching and Selecting Target Markets, Developing Marketing Strategies, Planning Market Programs, and Organizing, Implementing, and Controlling Market Effort.
Cases vary in length and difficulty allowing flexibility in the classroom.
Cases report actual research in real company settings, providing real-world information for study.
Statistical summaries of 13 Asia-Pacific countries from Asian Business magazine are provided as background information for readers.
All cases deal with contemporary marketing management and strategic problems.