Cases in Marketing Management and Strategy
Published on 20. September 1997
Book
Paperback/Softback
507 pages
978-0-13-577057-3 (ISBN)
Description
For senior year undergraduate Marketing courses, and first year MBA courses in Marketing/International/Asian Business. The book provides a broad-based approach to Asia-Pacific marketing case-studies. Cases include studies on products and services; consumer and business markets; profit and non-profit organizations; Asian firms operating within and outside of the region as well as non-Asian companies operating in Asia; small and large enterprises; manufacturing and trading businesses; and low- and high-technology industries.
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Width: 236 mm
Thickness: 26 mm
Weight
770 gr
ISBN-13
978-0-13-577057-3 (9780135770573)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
I. UNDERSTANDING MARKETING MANAGEMENT. Case 1. Mary Kay Cosmetics: Asian Market Entry Case 2. The New Paper. Case 3. Milkpak Limited-International Joint Venture. Case 4. Diversification Strategy of Asahi Chemical Industry. Case 5. Telcom Wideband Services. II. ANALYZING MARKETING OPPORTUNITIES. Case 6. The Royal Hong Kong Jockey Club. Case 7. Beer Wars. Case 8. Astra Sports Inc.(A) Case 9. Coffee Products Sdn Bhd. Case 10. Giordano Holdings Limited. III. RESEARCHING AND SELECTING TARGET MARKETS. Case 11. Asian Food Importers of America. Case 12. Orbital Sciences Corporation: ORBCOMM. Case 13. The Social Development Unit. IV. DEVELOPING MARKET STRATEGIES. Case 14. Citibank Card Center. Case 15. Colgate "Soft N Shiny". Case 16. The Ruby Palace Hotel. Case 17. Daewoo Motor Company. Case 18. Toys R Us V. PLANNING MARKETING PROGRAMS. Case 19. Choufont-Salva, Inc. Case 20. P. T. Indofood Sukses Makmur. Case 21. Singapore Airlines. Case 22. Mountains of Moon Electric Company. Case 23. San Fabian Supply Company (Philippines). Case 24. 7-Eleven's 30-Hour Famine Campaign. VI. ORGANIZING, IMPLEMENTING, AND CONTROLING THE MARKETING EFFORT. Case 25. Bajaj Auto Ltd. Case 26. Acer. Statistical Overview of the Asia-Pacific Region.