Marketing Management: An Asian Perspective

Author

Philip Kotler
Kevin Lane KELLER
Swee Hoon ANG
Chin Tiong TAN, Singapore Management UniversityFollow
Siew Meng Leong

Publication Type

Textbook

Publication Date

2022

Abstract

This book presents Marketing Management ideas within Asian Context and introduces unique Asian marketing ideas and institutions. Key Topics: This book uses actual Asian company cases to illustrate and analyze various marketing principles, strategies, and practices. Tackles the subject matter using a basic disciplines perspective, focusing on economics, behavioral science, management theory, and mathematics.

Discipline

Marketing

Research Areas

Marketing

Publisher

Pearson Education

City or Country

Singapore

Citation

Kotler, Philip; KELLER, Kevin Lane; ANG, Swee Hoon; TAN, Chin Tiong; and Leong, Siew Meng. Marketing Management: An Asian Perspective. (2022).
Available at: https://ink.library.smu.edu.sg/lkcsb_research/137