Strategic Marketing Management in Asia
Case Studies and Lessons across Industries
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- Description
- Contents
- About
Completely revised and updated to match current needs, especially after COVID, Strategic Marketing Management in Asia was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing. Asia comprises more than 60 percent of the global population, living in 51 sovereign nations. According to the World Bank’s financial forecasts, Asia is the fastest growing economic region, and the largest continental economy in terms of Purchasing Power Parity (PPP), in the world. The continent is currently undergoing rapid growth and industrialization spearheaded by China and India, the two fastest growing major economies in the world.
With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses. Featuring top academics and practitioners, this book helps academics and students understand key issues, especially in the context of changing economic and related challenges in the Asian markets. Multi-industry case studies address how market opportunities need to be created, how to leverage constrained capabilities, and how to create sustainable, competitive advantage to pursue profitable growth in Asia. The case studies are drawn from across Asia, including Bangladesh, India, Sri Lanka, Malaysia, Myanmar, Pakistan, Vietnam and Singapore.
PART 1. OVERVIEW OF STRATEGIC MARKETING
- Chapter 1. Strategic Marketing Management: An Overview; Syed Saad Andaleeb
- Chapter 2. Strategic Planning and Marketing Models; Khandoker Mahmudur Rahman
- PART 2. ANALYZING MARKETING OPPORTUNITIES
- Chapter 3. The Marketing Environment; Lau Geok Theng
- Chapter 4. Marketing Research; Syed Saad Andaleeb and Khalid Hasan
- Case: Fraudulent Field Survey, AI and Data Collection; Khalid Hasan
- Case: Qualitative and Visual Consumer Insights in Asian Markets; Russell Belk
- Chapter 5. Consumer Behavior; Syed Saad Andaleeb and Shiraz Latiff
- Case: Diva – The Rural Sri Lankan Laundry ‘Queen’; Shiraz Latiff
- Chapter 6. Market Segmentation, Targeting and Positioning; Syed Saad Andaleeb
- Case: Square Toiletries Ltd. & Senora: Overcoming Personal Hygiene Challenges; Syed Saad Andaleeb
- PART 3. UNDERSTANDING THE MARKETING MIX
- Chapter 7. Product Decisions; Murali Manohar Bhupathi
- Case: Bajaj Scooter - The Commoners’ Bike; Murali Manohar Bhupathi
- Chapter 8. Branding and Brand Management; Bushan D Sudhakar
- Case: Garuda Indonesia: Building a Brand; Hermawan Kartajaya, Jacob Silas Mussry, Iwan Setiawan, and Syed Saad Andaleeb
- Chapter 9. Packaging; Khandoker Mahmudur Rahman
- Chapter 10. Services Marketing; Syed Saad Andaleeb
- Case: Targeting Outreach Programs in Myanmar: Services Marketing To Female Sex Workers; Han Win Htat, Laura C Hall, Robert P Gray, Khin Swe Swe, and Than Naing Oo
- Chapter 11. Pricing Strategy; Rajesh C. Jampala
- Case: Sri Lankan Biscuit Industry’s Pricing Quagmire; Ajith Medis and Sugeeth Patabendige
- Chapter 12. Integrated Marketing Channels; Saroj Kumar Datta and Shamindra Nath Sanyal
- Chapter 13. Integrated Marketing Communications; Murali Manohar Bhupathi
- Case: The Aditya Birla Group (ABG), India; Murali Manohar Bhupathi
- Chapter 14. Sales Force Management; J Clement Sudhahar
- PART 4. MARKETING FOR 21ST CENTURY AND BEYOND
- Chapter 15. Digital Marketing; Faisal Wali, Shafiqur Rahman, and Sweta Thakur
- Chapter 16. Rural Marketing; Andy Bhanot
- Chapter 17. Social Marketing; Khalid Hasan
Syed Saad Andaleeb is Distinguished Emeritus Professor of Marketing at the Sam & Irene Black School of Business, Pennsylvania State University, Erie, USA and former Vice Chancellor of BRAC University, Bangladesh.
Khalid Hasan is the Founder and Chief Executive Officer of ResInt Inc. Canada – a Toronto based international market research company. He also worked for Nielsen in different senior positions, which include Head of Business Process Improvement Unit in Canada, Senior Advisor in South Asia, and Managing Director in Bangladesh.