Strategic marketing management in Asia: case studies and lessons across industries
Citation
Andaleeb, S. S., & Hasan, K. (Eds.). (2017). Strategic marketing management in Asia : case studies and lessons across industries. UK: Emerald Publishing. Retrieved from http://www.emeraldgrouppublishing.com/products/books/notable/page.htm?id=9781786357465Abstract
To continue the current growth momentum, excel in all phases of business, and create future management 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 businesses flourish.
Featuring top scholars and practitioners, this book will help 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, Indonesia, Vietnam and Japan.
Keywords
Marketing management; Marketing management in Asia; Service marketing; Rural marketing; Marketing researchDescription
This book was published by Emerald Publishing, 2016. The publisher's website is at: https://goo.gl/JQIJE3Publisher Link
https://goo.gl/xkRxjXType
BookCollections
- Book [1]
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