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_a658.80095 _bMAR |
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_aMarketing in the new Asia / _cedited by Siew Meng Leong, Swee Hoong Ang, Chin Tiong Tan |
260 |
_aSingapore : _bMcGraw Hill Book Co., _cc2001 |
||
300 |
_avi, 377 p. ; _c23 cm. |
||
505 | 0 | _aPreface. - About the Editors. - 1. Marketing in the Year 2000: An International Perspective. - 2. Competing in Asia Pacific: Understanding the Rules of the Game. - 3. The Asian Apocalypse: Crisis Marketing for Consumers and Businesses. - 4. Marketers and the External Environment: The Indonesian Experience. - 5. Asian Youth and Inplications for Marketing Strategies: Changes and Differences in Consumption Attitudes and Lifestyle Values. - 6. Asian Culture and Global Consumer. - 7. The Effects of Language on Marketing: A comparison of the Use of Chinese and English Idioms in Print Advertisements. - 8. The power of Money: A Cross-cultural Analysis of Business-related Beliefs. - 9. Culture, Customs, and Contemporary Communism: Vietnamese Marketing Management under Doi Moi. - 10. Strategic Alliances in China: Negotiating the Barriers. - 11. East vs. West: Strategic Marketing Management Meets the Asian Networks. - 12. Business-to-Business Marketing in Asia Pacific: The Telecommunications Competitiveness of Regional Economics. - 13. Assessing National Competitive Superiority: An Importance- Performance Matrix Approach. - 14. Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies. - 15. Chinese Consumers' Perception of Alpha-numeric Brand Names. - 16. Asia's Growing Service Sector. - 17. New vs. Old: The Rise of Full-service Superstores and the Demise of Traditional Wet Markets. - 18. E-tailing in Asia Pacific: A BCG Perspective. - 19. Ethical Issues across Cultures: Managing the Differing Perspectives of China and the U.S.A. - 20. Take a Conservative Approach When Entering the China Market. | |
520 | _a[This book ] consists of published seminal works by leading authorities as well as original pieces written specifically for it. A wide variety of issues are covered, ranging from general business matters to specific marketing strategies, from consumer to industrial buyer behavior and marketing practices, which are viewed from a pan-regional as well as a country-specific perspective. This book intended for undergraduate and MBA students taking marketing management courses, as well as marketing manager who will find it a convinient compilation of the latest thoughts on modern marketing in Asia. - Back cover | ||
650 | 0 |
_aMarketing _zAsia. _99336 |
|
700 | 1 |
_aAng, Swee Hoon. _98102 |
|
700 | 1 |
_aLeong, Siew Meng. _98103 |
|
700 | 1 |
_aTan, Chin Tiong. _98104 |
|
920 | _aADTP : 93710 | ||
921 | _aGEN : 101841, 102550 | ||
999 |
_c180620 _d180620 |