Marketing Management: An Asian Perspective

by Philip Kotler, Kevin Lane Keller, Ang Swee Hoon

Book Overview

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0131066250
• ISBN13: 9780131066250
• Release Date: March 2004
• Publisher: Prentice Hall
• Length: 771 Pages
• Weight: 3.85 lbs.
• Dimensions: 1.3" x 8.3" x 10.3"

Customer Reviews

Asia is not just one country

The strength of this book is that it is loaded with examples from throughout Asia. It educates the reader both about Marketing and about Asia. At the same time, it shows how most of marketing in Asia is not so different from marketing in Europe or in the US. But such differences as there are do demand that we check our assumptions and, most of the time, adapt our plans. A careful reading of the book will help make the reader sensitive to the sort of questions that should be asked before a marketing strategy is transplanted to Asia

An ideal text for Asian universities

Seeking a textbook with a combination of mainstream theories and indigenous focuse has been a big challenge for professors teaching at Asian universities. This book is a great work in combining the two aspects. I have been using its first edition (1996) for my classes at both undergraduate and MBA levels, and I received overwhelmingly positive response from students. I like the second edition (1999) even better, not only becouse its updated cases, but also its efforts in copping with the 1997 Asian financial crisis, which changed marketing practices in Asia significantly. As Asian economy becomes more and more important to the rest of the world, this book could also be used as an international marketing reference in universities outside Asia.

This book is just great!

I think this book is invaluable becuase it successfully marriges the modern marketing theories to real marketing cases in Asia. However, as the '97 Asian crisis have a significant impact on the political and economical situations in Asia, the future editions of this book should capture the changing environment and challenges faced by marketers in Asia.