About the Book

Marketing is of interest to everyone in Asia, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. This edition has been kept up-to-date and contemporary. The success of this text can be attributed to its ability to maximize three dimensions that characterize the best marketing texts - depth, breadth, and relevance - as reflected in the following questions:

• Depth. Does the book have solid academic grounding? Does it contain important theoretical concepts, models, frameworks, and research findings? Does it provide conceptual guidance to solve practical problems?
  
  
• Breadth. Does the book cover all the right topics? Does it provide the proper amount of emphasis on those topics?
  
  
• Relevance. Does the book engage the reader? Is the book interesting to read? Does it have lots of compelling examples?

This edition builds on the fundamental strengths of past editions:

• Managerial Orientation. The book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities.
  
  
• Analytical Approach. The book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices.
  
  
• Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines - economics, behavioral science, management theory, and mathematics - for fundamental concepts and tools.
  
  
• Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, Asian and non-Asian companies marketing in Asia, Asian companies marketing outside Asia, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries.
  
  
• Asian Insights. This book provides insights with an Asian flavor, drawing from regional thinkers and business leaders (from Confucius and Sun Tzu to Jong-Yong Yun and Carlos Ghosn, among others), institutions (chaebol, keiretsu, and so on), Asian trends (China's WTO entry, demographic changes, etc.), and practices which impact Asian marketing (guanxi, mianzi, feng shui, counterfeiting, countertrading, gray marketing, etc.).
  
  
• Comprehensive and Balanced Coverage. This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing.

Chapter Pedagogy

Each chapter includes:

Chapter Introduction, which includes brief commentary and a short vignette that set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes serve as great discussion starters.

Marketing Insights boxes that delve into important marketing topics, often highlighting current research findings. They address such topics as "Views on Marketing from Chief Executive Officers," "Progress and Priorities in Customer Equity Management," "Government Procurement in Korea," "Counteracting Counterfeiting," "The Effects of National Culture on New-Product Development," "Guanxi and Its Application to Marketing in Greater China," "Culture and Relationship Marketing," and "Confucius and Marketing in East Asia."

Marketing Memo boxes that offer practical advice and directions in dealing with various decisions at all stages of the marketing management process. Marketing Memo boxes include "Managing Customer Knowledge," "Decision Traps," "Guidelines for Managing Joint Ventures in Asia," "A Checklist for Developing Global Asian Brands," "The Seven Deadly Sins of Service Management," and "Guidelines for Countertraders."

Text Examples. Each chapter also includes 10-15 in-text examples that provide vivid illustrations of chapter concepts using actual companies and situations. These examples of good and bad company marketing practices cover a variety of products, services, and markets.

End-of-chapter Exercises. These include Marketing Applications and the Marketing Spotlight.

• The Marketing Applications section has two practical exercises to challenge students:
  • Marketing Debate suggests opposing points-of-view on an important marketing topic from the chapter and asks student to take a side.
  • Marketing Discussion identifies provocative marketing issues and allows for a personal point-of-view.
    
    
• The Marketing Spotlight, an in-depth examination of a successful marketing company, includes questions for class discussion or student assignments.