Год выпуска: 2008 Автор: Philip Kotler, Kevin Lane Keller, Ang Swee Hoon, Leong Siew Meng, Tan Chin Tiong Издательство: Страниц: 800 ISBN: 9810679939
Описание
Marketing Management: An Asian Perspective has been successful in offering a learning product that combines the excellent content that Kotler has done with examples and case studies from a relevant Asian viewpoint. The 5th Edition builds on the strengths of the previous editions, with an emphasis on highlighting emerging market trends to help students stay relevant in today s fast-changing marketing environment. Marketing Management is typically taught through case studies, and is application-oriented. It is therefore important to showcase companies and brands that have been successful in their marketing strategies. An effort has been made to ensure that familiar Asian and international brands/companies are featured. This enables students relate to the analyses of these case studies and vignettes. Framework / Approach The 5th Edition makes an effort to reflect the changes in marketing management. It now includes (1) Global brand names that have marketed themselves...
