Marketing Management in Asia is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. It employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as highlights the importance of social media and the impact of consumer behavior on successful marketing management. Short Asian case studies and real-life examples of marketing management have been included throughout the book to be more relevant to students studying this subject in Asia.

Preface
Acknowledgements
About the Authors
Part I. Marketing Strategy
1. Why Is Marketing Management Important?
2. Customer Behavior
3. Segmentation
4. Targeting
5. Positioning
Part II. Product Positioning
6. Products: Goods and Services
7. Brands
8. New Products
Part III. Positioning via Price, Place, and Promotion
9. Pricing
10. Channels of Distribution and Logistics
11. Advertising Messages and Marketing Communication
12. Integrated Marketing Communications and Media Choices
13. Social Media
Part IV. Positioning: Assessment Through the Customer Lens
14. Customer Satisfaction and Customer Relationships
15. Marketing Research Tools
Part V. Capstone
16. Marketing Strategy
17. Marketing Plans
References
Index
Student Reference

Marketing Management in Asia is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. It employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest statistics as well as highlights the importance of social media and the impact of consumer behavior on successful marketing management. Short Asian case studies and real-life examples of marketing management have been included throughout the book to be more relevant to students studying this subject in Asia. An innovative combination delivers key content both in print and online. Marketing Management in Asia offers a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys and from extensive interviews with a wealth of today’s faculty and students. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Traditional concepts provide solid foundation in marketing management. Concise, yet thorough, the book covers all core marketing management topics in 17 succinct chapters to equip students with a solid foundation in marketing management. Content and resources provide a supplement package that is second to none. The book provides all of the content and resources you expect with a supplement package, including CourseMate comprehensive online tools, PowerPoint slides, an Instructor’s Manual, and a Test Bank.