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: 658.802Item 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.