Strategic marketing management in Asia : case studies and lessons across industries / foreword by Jaideep Prabhu ; endorsements by Jagdish Sheth, Katsuri Rangan, Abdul Mannan ; edited by Syed Saad Andaleeb, Khalid Hasan.

Contributor(s):

Bingley, UK : Emerald, 2017Description: xxxvi, 552 pages ; illustrations, 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781786357465 (hbk.)

Subject(s):

DDC classification:

23 658.85 STR 010738

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.

Summary: With a view to continue the current growth momentum, excel in all phases of business, and create future 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 growing their businesses.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	Indian Institute for Human Settlements, Bangalore	658.85 STR 010738 (Browse shelf(Opens below))	Available		010738

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.

With a view to continue the current growth momentum, excel in all phases of business, and create future 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 growing their businesses.

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