Marketing Management: An Asian Perspective

The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. It continues to build on the fundamental features of the first edition, including Asian advertisements, examples from China, Hong Kong, and India, country analyses, updated data on Asian consumers and markets, expanded discussions, and new application sections. Suitable for managers, executives, and marketers.