Principles of Marketing

Principles of Marketing : An Asian Casebook

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Description

This casebook complements and accompanies Philip Kotler and Gary Armstrong's Principles of Marketing by providing 37 cases on Asian companies operating in Asia and/or outside Asia, as well as about non-Asian companies operating within Asia. This Asian flavor allows instructors and students to identify with Asian issues and how the marketing principles learnt in the textbook can be applied to the cases in this casebook. *This casebook is written by professors of 7 nationalities - Bangladesh, China, Germany, India, Malaysia, Myanmar and Singapore, and co-written with industry experts. These authors and individuals provide latest marketing perspectives and substantial industry expertise to enrich the cases by furnishing insights that may otherwise be omitted by less knowledgeable writers. *All the cases are about Asian and Non- Asian companies operating in Asia. Therefore, instructors as well as students in Asia can identify with actual companies and issues written in the book, thus making the course more interesting, relevant and better recalled and understood. *Both short and comprehensive cases are furnished to help students to adapt to their introductory course in Marketing. Short cases can be taught at the beginning of the course, while the longer cases can be used as integrative cases towards the end of the course.show more

Product details

  • Paperback
  • 180 x 235 x 9mm | 381g
  • Pearson Education (US)
  • Addison Wesley
  • Boston, United States
  • 013027092X
  • 9780130270924

Table of contents

Part 1 Understanding Marketing and the Marketing Process: Case 1 Sony Playstation; Case 2 Primula Parkroyal Hotel; Case 3 Ameer Steel Furniture; Case 4 Premium Chocolates Pte Ltd; Case 5 Charoen Pokphand. Part 2 Developing Marketing Opportunities and Strategies: Case 6 Shanghai Underwater World; Case 7 PepsiCo Foods International; Case 8 Dassault Falcon Jet Corp; Case 9 The Data Storage Media and Quarter-inch Cartridge Market; Case 10 The Ritz-Carlton Millenia Singapore; Case 11 Lucky Film Corporation; Case 12 ModFashion Inc. Part 3 Developing The Marketing Mix; Case 13 Western Food, Local Flavour; Case 14 Zhengtai High School; Case 15 Giordano - Extending Its Success into the New Millenium; Case 16 Kao Biore Pore Pack; Case 17 Sheba Confectioners; Case 18 Olarn Water-Ski Lake; Case 19 AllerCare - Penetrating Singpaore's Allergy Prevention Market; Case 20 Hagemeyer (S) Pte Ltd; Case 21 Westin Hotels in Asia - Global Distribution; Case 22 Industrial Supplies Corporation of Malaysia; Case 23 Birla White; Case 24 Carrefour's Asian Expansion - Competition for Retail Space; Case 25 Watson's Park N Shop; Case 26 Snappers Restaurant; Case 27 Cathay Pacific Airways; Case 28 The Asian Face; Case 29 Tupperware in Malaysia; Case 30 e.Com Services - Launching SpaceDisk, an Innovative, Internet-based Service. Part 4 Managing Marketing: Case 31 Haier Group Corporation; Case 32 SIA's Alliances - The "Star" Attraction; Case 33 The Mobile Phone Services Market in Singapore; Case 34 Maharajas Under the Golden Arches; Case 35 JointCom Myanmar; Case 36 Xpress Print Pte Ltd - Niching Its Way to Success. (Part contents).show more