Trim Size: 235mm x 178mm (soft cover)

Extent: 736pp

Authors: Irene Chow, Neil Holbert, Lane Kelley, Julie Yu

In this second edition the casebook explores the different marketing strategies in the Asia-Pacific region through various conceptual chapters, seven country profiles, twenty-nine cases, and a collection of prominent companies from other parts of Asia. Chapter One introduces the reader to different approaches to business strategies of Asian firms and examines their goals, objectives and aims. Chapters Two and Three analyse the external and internal environment, with local organisations like the Korean chaebol, the Japanese keiretsu and the Chinese family business. Chapter Four looks at the strategic alternatives and conceptual tools, and Chapter Five deals with the implementation and control in the context of various organisation types.

Country profiles of Japan, Korea, Hong Kong, Taiwan, Singapore, China, and India are provided in each section to further illustrate and to allow readers to gain better insight into the marketing environment of these seven countries. Cases from countries such as Malaysia, Myanmar, Indonesia, the Philippines, and others have been added to this book to illustrate how they have made inroads into the Asia-Pacific region by utilising different marketing strategies.