Marketing Management - An Asian Casebook

This collection of Asian marketing cases, edited by: Helmut Shcutte, Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan - Provost, incorporates the latest regional marketing 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.

by Hellmut Schütte, Chin Tiong Tan ,Siew Meng Leong ,Swee Hoon Ang
Last Updated: 23 Jul 2013

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

Hellmut Schütte, Chin Tiong Tan ,Siew Meng Leong ,Swee Hoon Ang recommends

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