Author Description

Product Description Strategic Asian Marketing promises to be a useful resource for managers who want to learn about marketing in the new Asia. This concise volume covers key and recent marketing topics, focusing on the applications of marketing in Asia. The distinguishing factors that set Strategic Asian Marketing apart from other marketing books are: Every chapter starts with an extended example of marketing in action in an Asian country, with numerous other examples throughout the entire book. Every chapter ends with a quick summary of the major points covered, serving as a reinforcement of the lessons learned. It is written in a structured and succinct style, making it highly-readable. The Asian authors are well-known marketing professors who have extensive teaching, research and consulting experience in the region. Review...it is currently the best textbook about strategic Asian marketing. Read this book to stay ahead of your competition. -- Tech H. Ho, William Halford, Jr. Family Professor of Marketing, Haas School of Business, University of California, Berkeley This book provides timely guidance essential for any modern manager who wants to understand market dynamics at play in Asia. -- Tae-Bong Choi, Samsung Asia, Electronics Business Division