Completely revised and updated to match current needs, especially after COVID, this book 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.
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 Industrys 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.
