About the Book

Marketing Management in China brings the landmark work of marketing gurus Philip Kotler and Kevin Lane Keller to China. This edition, adapted by Professor Lu Tai Hong of Zhongshan University, takes a journey into a truly Chinese vista of marketing management. With content, language, and presentation shaped to the demands of the world’s fastest burgeoning economy, this is one textbook that the Chinese marketing student of the new millennium cannot do without.

Finding quality China-context cases that are current is challenging for most instructors. This adaptation provides hard-to-find and well-researched China cases that offer insights while covering a wide variety of contexts, spanning international companies operating in China to Chinese companies that are beginning to venture overseas.

At the same time, the Kotler/Keller’s MM 13e framework has been restructured to suit the way typical marketing management courses in China would teach this subject. Also, to suit the reading preference of Chinese readers, the text has been made more concise without losing the depths and insights the original Kotler/Keller MM 13e provides.

As most Chinese are non-native speakers, the language used in the text is kept simple and easy-to-read. This text offers Chinese executives and students an opportunity to improve their grasp of the English language while developing their professional marketing skills—killing two birds with one stone.

 

New Features with Great Benefits and Advantages

In this edition, you will find that we have:

• Included a strong selection of the most current Chinese cases for your course
• Restructured the framework of Kotler’s Marketing Management 13e to suit the curricula found in most China’s institutions
• Made the content more concise to fit the reading preferences of China’s audience
• Provided you with good instructor’s support for your course preparation and lesson planning

1) A Strong Selection of International and Chinese Cases

The cases have been carefully selected to give your students a comprehensive understanding of Marketing Management in China’s context, with a focus on helping Chinese companies to internationalize their businesses overseas.

Percentage of case contexts:

• 30% China companies in China context (e.g. Baidu, Vanke, Guomi, etc.)
• 15% China companies in international context (e.g. Huawei, Haier, etc.)
• 15% International companies in China context (e.g. P&G, Wal-mart, TetraPak, Dell, etc.)
• 40% International companies in international context (e.g. Coca-cola, Microsoft, etc.)

These cases are presented in the following features in each chapter:

• Innovative Marketing — The global arena represents new challenges to businesses everywhere. In Innovating Marketing, case studies acquaint students with the marketing philosophies of companies which have successfully embraced the global venture. The winning innovations, trendsetting business models will let students discover fresh approaches to marketing that they can take away and implement.
  
  
• Marketing Insight — The latest marketing research and theories are encapsulated in the feature, Marketing Insight. An invaluable resource for keeping students abreast with contemporary and future marketing strategies.
  
  
• Marketing in China — Marketing In China opens a window into the melting pot of commercial China, putting a spotlight on the marketing practices of local and international businesses. Students are afforded a rare glimpse into the profiled companies, and can expect to emerge enlightened about the social, economic trends that impact marketing in China today.
  
  
• Chapter Case — Chapter Cases anchor every unit’s main concepts through an examination of real, successful companies at work. These serve as excellent resources that you can utilize for lesson planning.

2) Restructured Text for Conciseness with In-depth Perspectives

From our research, most institutions in China would complete their course on Marketing Management within 4-6 months, with a focus on using case studies to develop students’ critical thinking and analysis skills. Based on this feedback, we have modified the Marketing Management text to suit the needs of most Chinese courses.

• Restructured Chapter Framework — The chapter framework has been restructured to suit the way most Chinese institutions teach Marketing Management. Chapters are refined with the aim to trim chapters from the original 22 to 19, while taking nothing away from substance of content.
  
  
• Concise Content — An effort has been made to keep the content concise to help students grasp key concepts quickly. Brevity has been achieved by keeping the content relevant to the Chinese context, having taken into account the subtleties between local and foreign consumer behaviors, market environments.
  
  
• Balanced, In-depth Perspectives — Although the book largely focuses on China, it will also take into consideration marketing ideas that appeal to a broader audience. The proportion of local cases and international cases, delivers well-balanced perspectives from China and beyond.
  
  
• Special Appendix — The Evolution of Marketing Management is a special feature chronicling the historical development of marketing thought and theory up to the present day. Kotler’s influential advancements in marketing management is also given due examination. This appendix, studied in concert with Chapter 18: Managing Transformation Marketing, equips students with the necessary marketing foresight to thrive in tomorrow’s business landscape.

3) Easy to Read with Vibrant Presentations

Chinese students are non-native speakers of English. An English textbook with a simpler level of the language will help students understand and learn key concepts better. At the same time, this provides them an opportunity to improve their grasp of the language.

• Clear, Accessible Language — The use of simple and clear American English facilitates critical understanding of the text, while making language acquisition easier for Chinese students at the same time.
  
  
• Visual Learning Aids — Vivid illustrations, diagrams and tables complement the text at apt junctures, aiding comprehension. At the same time, visual learning cues help summarize important points.