Marketing Management: An Asian Perspective (2nd Edition) [Paperback]

Philip Kotler (Author), Swee Hoon Ang (Author), Chin Tiong Tan (Author), Siew Meng Leong (Author)

Book Description

ISBN-10: 0130109800 | ISBN-13: 978-0130109804 | Publication Date: November 22, 1999 | Edition: 2

The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers.

Editorial Reviews

From the Back Cover

The book discusses the Asian economic crisis and its impact on marketing activities in the region. This second edition captures the new challenges for regional marketers and proposes fresh ways of thinking about them. At the same time, it continues to build on the fundamental features of the first edition. The book includes illustrations of Asian advertisements to inform and challenge the reader; new marketing examples, particularly from China, Hong Kong, and India; more country-by-country analyses of specific issues; updated material and empirical data on the functioning and behavior of Asian consumers and markets; expanded discussion of pertinent issues in Asian marketing; and new end-of-chapter concept applications, many of them dealing with actual marketing challenges facing real businesses in Asia. For working managers, executives and marketers.

Product Details

• Paperback: 920 pages
• Publisher: Prentice Hall; 2 edition (November 22, 1999)
• Language: English
• ISBN-10: 0130109800
• ISBN-13: 978-0130109804
• Product Dimensions: 9.3 x 7.1 x 1.6 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #4,593,288 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars An ideal text for Asian universities, June 30, 2001

By 

ming ouyang (Hong Kong) - See all my reviews

This review is from: Marketing Management: An Asian Perspective (2nd Edition) (Paperback)

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.

2 of 3 people found the following review helpful:

5.0 out of 5 stars Asia is not just one country, August 4, 2001

By 

william burgers (Slidell, Louisiana United States) - See all my reviews

This review is from: Marketing Management: An Asian Perspective (2nd Edition) (Paperback)

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

1 of 3 people found the following review helpful:

1.0 out of 5 stars Another boring textbook ..., March 8, 2004

By A Customer

This review is from: Marketing Management: An Asian Perspective (2nd Edition) (Paperback)

My hopes were high by the title, but was somewhat dampened by the length ... flipping through it confirmed my worst nightmare! It was just another high falutin' US-textbook window-dressed as an Asian book.