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Strategic Asian marketing : an essential guide for managers / Hean Tat Keh, Jeongwen Chiang.

By: Keh, Hean Tat.
Contributor(s): Chiang, Jeongwen.
Publisher: Singapore : Pearson Prentice Hall, c2004Description: xvii, 269 p. : ill. ; 24 cm.ISBN: 981244565X (pbk).Other title: Essential guide for managers.Subject(s): Marketing -- Asia -- ManagementDDC classification: 658.802
Contents:
1. The new Asia: opportunity or threat - 2. Strategic marketing thinking: market driven or market driving? - 3. Consumer analysis - 4. Organizational buyer analysis - 5. Market segmentation, targeting, and positioning - 6. Marketing research and intelligence - 7. Competition analysis - 8. Product concept and design - 9. Services marketing - 10. Brand management - 11. Pricing strategy and practice - 12. Integrated marketing communications - 13. Marketing channels - 14. Sales force managemnt - 15. Planning, implementation, and control - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Graduate Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 1

658.802 KEH (Browse shelf) 1 Available SHTEx,60001,03,RA 5000035458
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 1

658.802 KEH (Browse shelf) 1 Available GENLS,GENLS,03,GR | SHTEx,60001,03,RA 5000019042

Includes bibliographical references and index.

1. The new Asia: opportunity or threat - 2. Strategic marketing thinking: market driven or market driving? - 3. Consumer analysis - 4. Organizational buyer analysis - 5. Market segmentation, targeting, and positioning - 6. Marketing research and intelligence - 7. Competition analysis - 8. Product concept and design - 9. Services marketing - 10. Brand management - 11. Pricing strategy and practice - 12. Integrated marketing communications - 13. Marketing channels - 14. Sales force managemnt - 15. Planning, implementation, and control - Index.