With the start of the 21st century, Asia experienced one of its most tumultuous economic and social periods. During the crisis, long-established businesses folded up and foreign investors divested - making Asia even more exciting, challenging, and different for marketers and marketing in the region. As regional economies recover, businesses are restructuring and refocusing themselves, and are adopting a more market-oriented perspective in attempting to regain their competitiveness.
This collection of Asian marketing cases, edited by;
- Helmut Shcutte - Senior Affiliate Professor of International Management and Dean of the INSEAD Asian campus;
- Swee Hoon Ang - Associate Professor at the National University of Singapore;
- Siew Meng Leong - Professor at the National University of Singapore; and
- Chin Tiong Tan - Provost at the Singapore Management University
incorporates the latest developments and much more. Dealingl with real contemporary marketing management and strategy problems, they follow the Harvard case-writing style, giving the rigor, depth, and length needed to ensure comprehensive and in-depth analyses.
The cases provide useful materials for marketing practitioners and give added insights into company operations and market responses.
Pearson, Prentice Hall, 2004